Lee Kum Kee Goes Digital: Bringing Chinese Sauces to a New Generation

Lee Kum Kee, the world’s leading Chinese sauce brand, was facing increasing competition in its market. The company decided to change its digital communications strategy, while remaining true to its core values of “quality never compromised”. It embarked on a strategic digital campaign, targeting Millennials. RFI Asia used multiple digital channels to engage with the increasingly mobile, and convenience-driven, Millennials. A number of “Taste is in the Details” videos featured miniature dishes being prepared to highlight how Lee Kum Kee pays close attention to even the smallest detail in the manufacturing process to ensure high-quality sauces. How-to videos, with practical tips, helped the audience improve their cooking using Lee Kum Kee sauces. To encourage cooking at home using Lee Kum Kee sauces, detailed recipes were provided with step-by-step visuals. An interactive website featured the journey of Lee Kum Kee’s Oyster Sauce from farm-to-table. The variation in content, from videos, images, text and animation, allowed viewers to experience Lee Kum Kee at their own pace, wherever and however they wished. Within eight months, there were 128,994 active sessions (average 32 minutes per session), 93,036 unique users, 146,701pvs and 200,000 active new users. The campaign saw an increase in Lee Kum Kee’s visibility, establishing it among a new demographic, and solidifying the brand as one that is dedicated to staying in touch with customers of any age.