Spicing up
everyday classics

Challenge

Break away from the classic takeaway.

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. 

Our task was to change all that and get Gen Z to rethink Chiu Chow Chilli Oil as a bold, everyday condiment that can spice up their breakfast, lunch, dinner and snacks.

Lee Kum Kee

Solution

Prove chilli oil belongs on any chow, any how because you can Chiu Chow Chilli Any Chow.

Through a vibrant ATL campaign spanning OOH, digital, radio, VOD, London buses, and a takeover at Outernet Tottenham Court Road, we encouraged the audience to put chilli oil on pretty much everything. 

Supported by mouthwatering editorial photography and a Halloween activation featuring chilli doughnuts, the campaign showcased unexpected pairings and surprising versatility. The fried egg bagel was a particular crowd favourite.

Lee Kum Kee
Lee Kum Kee

Results

That's chow you do it

The campaign proved so effective that Lee Kum Kee now uses it as the benchmark for other markets. Turns out, when you make it socially acceptable to put chilli oil on everything, people actually do.

+75%

Brand awareness

+50%

Uplift in sales consideration

+19%

Uplift in purchase intent

YOUR BIG IDEA STARTS HERE crown

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Give us a shout.

Cheeky Communications
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