Lee Kum Kee markets the new Mahsuri sauce

Hong Kong-based food company Lee Kum Kee has launched a new campaign for its Mahsuri sauce-range featuring Malaysian actor Shaheizy Sam.

Created by TBWA\Kuala Lumpur, this is the first time the company is targeting the regional Malay market. The campaign will make its debut in Malaysia, Singapore and Brunei with subsequent launch in Indonesia.

The integrated campaign centers on the antics of Sam and his efforts to help Malay cooks maintain Suci Sejahtera with the help of Mahsuri Manis (sweet) and Mahsuri Pedas (spicy) sauces.

The campaign will run on TV, print, radio, digital, and social media such as Facebook along with public relations.

TBWA\Kuala Lumpur was appointed after it created the ‘Suci Sejahtera’ strategy for the Mahsuri brand during the Disruption® workshop. Tapping into the true essence of Malay cooking, Suci Sejahtera demonstrated the importance of purity and wholesomeness during preparation of Malay food.

“We first met TBWA in 2013 and were immediately impressed by enthusiasm that team brought to the table,” Danny Khoo, marketing director of Lee Kum Kee Malaysia, said.

“From inception we needed the idea to work beyond just TV and print,” Sa’ad Hussein, chief creative officer and executive director of TBWA\Kuala Lumpur, said.

“The high levels of social media interaction within our audience offered us the perfect avenue of creating relevance between young Malay cooks and our fresh, innovative brand. For example, the branded content platform that we created around Shaheizy Sam’s use of Mahsuri products is entertaining, informative and built for community sharing. A good example of a brand not blindly following the conventions but making an effort to understand and operate within today’s culture.”

Team Credits:

Project Name: Mahsuri Launch Campaign

Creative Agency: TBWA\Kuala Lumpur

Client: Lee Kum Kee Malaysia

Chief Creative Officer: Sa'ad Hussein

Deputy Executive Creative Director: Ian Lee

Creative Group Head: Fazlee Sabbaruddin

Art Director(s): Davina Tan, Nadzrin Hakim

Copywriter: Maton Shukor

General Manager: Shaun Tay

Planning Director: Carl D'Souza

Agency Producer: Chey Feng Mey

Account Director: Janine Wai

Senior Account Executive: Joanne Lie

Content Strategy Director Johanan Sen

Photographer: Lee Yien Song

Director: Faizul Izwal Bin Mohd Jais

Director of Photography: Kenz Koh

Editor: Boyd See

Production Company: Barry Gladmore Productions

Production Company Head Producer: Winston Khor

Associate Producer(s): Elroy Lee

Media Agency: PHD

Other Credits: MediaCliQ