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.