Lee Kum Kee Singapore
Showcasing Lee Kum Kee Sauces For Auspicious CNY Dishes
Objective: In line with the Chinese New Year festive mood, Lee Kum Kee (LKK) Singapore wanted to showcase their sauces in the making of CNY dishes.
Campaign: H&S helped produce The Supreme Chef Competition for Lee Kum Kee Singapore (LKK). 1-month before Chinese New Year, the campaign started off as a social media competition, where participants took part by submitting their cooking videos on LKK’s Facebook Page.
Upon selecting the top 10 submissions, we invited the contestants to do a physical cook-off to decide the Lee Kum Kee Supreme Chef. The physical cook-off was recorded and presented as social media video content to engage with LKK’s target audiences.
H&S has planned, managed and fronted the whole campaign, from the preliminary submissions online to the video shoot, post-production and digital advertisements.
Results: Lee Kum Kee has garnered great response from their social media followers and increased product sales during the CNY period compared to the previous year. They decided to have a 2nd cooking competition in the following year due to the great response.