Spicing up
everyday classics

Lee Kum Kee

Any chow.
Any how.

Lee Kum Kee’s Chiu Chow Chilli Oil is a favourite in the UK but its ties to traditional Chinese cuisine have limited its use to specific dishes. We set out to change that.

Our campaign invited young adults and Gen Z to rethink Chiu Chow Chilli Oil as a bold, everyday condiment that can spice up their breakfast, lunch, dinner and snacks. With a vibrant, playful creative platform, the ATL campaign spanned out-of-home and digital, from YouTube and digital display to radio, on-demand, London buses and a takeover at Outernet Tottenham Court Road.

  • TV
  • RADIO
  • OOH
  • DIGITAL
  • SOCIAL
Lee Kum Kee Lee Kum Kee

We delivered
quite a kick.

To turn up the heat even more, a Halloween-themed experiential activation featured an unexpected treat in the form of Chiu Chow Chilli doughnuts - pushing the product’s surprising versatility to its limits. 

We also developed a suite of editorial images showcasing diverse Chiu Chow Chilli Oil food pairings, optimised for use across multiple channels, media and formats.

Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee

+75%

Brand awareness

+50%

Uplift in sales consideration

+19%

Uplift in purchase intent

The campaign drove a significant increase in brand awareness with a +75% uplift among 25+ audiences across all three markets (UK, Netherlands and Germany). ​Research results showed our key audiences, age groups 25-34 & 35-44, demonstrated strong consideration (+50% uplift) and purchase intent (+19% uplift) after seeing the campaign. Source: Cint research study.

Doing flavour
a favour

Shake up the spice.

Building on the success of Chiu Chow Chilli Oil, Cheeky was asked to develop a second campaign for Lee Kum Kee, to launch their new range of chilli sauces.

A key part of the brief was to highlight the importance of shaking the bottle before use, as well as demonstrating ways in which the sauces could be used on a variety of dishes.

  • CTV
  • OOH
  • DIGITAL
  • SOCIAL

A campaign
with flair.

To do this, Cheeky produced highly engaging films featuring a flair bartender showing his skills as he applied the sauces to a variety of dishes. The headline “Shake up the Spice” communicated the shake message, whilst the tag line “Drip, drizzle, repeat” highlighted some of the different applications. 

Cheeky again planned and bought the media. This included paid social, digital OOH, online video and a second, highly effective Outernet takeover in the key pre-Christmas period. 

Lee Kum Kee Lee Kum Kee
Lee Kum Kee

Striking stills photography further extended the suite of assets, helping the campaign to drive awareness and highlight the new bold flavours. Another key part of the strategy was to show a wide and unexpected range of dishes to show product versatility. Towards the end of each long shoot day, the chorus of rumbling tummies and the temptation to dig in and try “just a morsel” became almost unbearable.

Lee Kum Kee
Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee Lee Kum Kee
Lee Kum Kee Lee Kum Kee

37%

Brand awareness

56%

Ad recall

The campaign drove significant awareness, with the 25-34 age group showing 36.8% awareness of the product, including a 30.7% purchase intent, from those exposed to the advertising. Ad recall was also high, especially with a female audience, at 56.4%. Source: Cint research study.

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