Lee Kum Kee Group, theÂ Hong Kong-based maker of condiments andÂ sauces, has appointed Daylight Partnership to manage itsÂ Facebook presence, leading a pushÂ to innovate audience engagement and content creation.
Daylight has been charged with transforming Lee Kum Keeâs presence on Facebook into a resource for engagement with its customers on all major continents.
Founded in 1888, Lee Kum Kee Group provides more thanÂ 220 choices of sauces and condiments to over 100 countries.
During the year long contract, Daylight will focus on creating video content to infographics and Instagram-ready photography.
David Ko, managing director of Daylight Partnership, describedÂ Lee Kum Kee as a household name that carries deep sentimental value for lovers of Chinese cuisine.
He added that it was “modern and hip enough” to remain relevant andÂ connected to a younger generation.
“That is a tough balancing act that requires a constant re-examination of insights about its target audiences across generations and localities.â