SUBSCRIBE: Free email newsletter




Lee Kum Kee uses comedy to sell sauce

Lee Kum Kee is looking to breathe new life into the brand by adding a sense of lighthearted fun to a new TV commercial.

Created by creative agency Big Street, the spot abandons a serious tone for a comical approach to highlight the importance of preservative-free soy sauce, a key category in Lee Kum Kee product range.

Working along with media agency Maxus Hong Kong, the TVC will run until the end of April.

Frances Yick, category manager of Lee Kum Kee, told Marketing the spot hinged on the insight that local households rarely aware of the preservative component in soy sauces.

The use of parent’s day scenario is a move to tug mother’s heartstring as “it’s easier for commercials to grab mum’s attention when children show up on screen,” she said.

Read More News

in China by


在2015巴塞罗那世界移动通信大会上,福特汽车展出其最新的智能电动自行车,并宣布福特SYNC车载移动平台AppLink新增考拉FM音频应用程序。 该平台将驾驶者的智能手机功能扩展至汽车之中,福特目前已将约13款应用程序搭载于六款福特车型。 考拉FM拥有过百万合..


Leave a Reply

You must be logged in to post a comment.