Flavour favours the brave

The Lee Kum Kee (LKK) Sauces campaign’s main objective was to redefine culinary boundaries, integrating traditional Asian sauces into European kitchens. Grounded in the evolving landscape of Chinese and Asian cuisine in Britain, the campaign sought to showcase the versatility of Lee Kum Kee sauces and position them as essential ingredients for any dish, irrespective of cultural origin. Strategically planned, the campaign leveraged comprehensive research and audience analysis to resonate with diverse demographics across key European markets. By collaborating with local creators and harnessing current social media trends, the campaign showcased unexpected culinary creations, challenging stereotypes and reshaping perceptions. With meticulous execution and multilingual support, the campaign spanned across markets, achieving significant scale and engagement on social media platforms. Results surpassed expectations, with a total of 122 content pieces reaching over 564,100 unique audiences and garnering 1,249,126 impressions. Sentiment analysis revealed overwhelmingly positive responses, with high levels of intent to purchase observed in Germany and Poland. The campaign not only met but exceeded its objectives, establishing Lee Kum Kee as a staple in European kitchens and fostering meaningful connections with consumers across the brand’s target markets.