Lee Kum Kee and Media Bounty have created a new animated video to promote the quality of the brand’s ingredients and tell the story of their sourcing. Media Bounty explain the campaign
Lee Kum Kee, the pioneer of original Asian sauces and condiments, celebrates the superior quality of its ingredients and production processes in a new animated video created by UK based digital shop Media Bounty.
The film, which characterises the oysters and soybeans that form the basis of two of its classic sauces, rolls out online for eight weeks from September in the UK, Germany and Netherlands. Media planning is through Media Bounty.
Activity is supported by display advertising and extended through a competition which invites viewers to name the soybean and the oyster, the two star characters of the animation.
Shuang Cheng, Marketing Manager at Lee Kum Kee said: “Several of our ingredients undergo natural fermentation and brewing production process which are closely monitored at every stage, from the farm to the fork. Through this campaign we are looking to leverage the superior quality and authenticity of our brand in an informative way.”
Matt Webster, Co-founder at Media Bounty, said: “Lee Kum Kee is looking to build on brand awareness across its authentic product range. Setting the film in a virtual factory allows us to tell the fascinating back-story of a century-old enterprise which puts quality and integrity at every stage of its business.”
The campaign follows the success of Lee Kum Kee’s Cook N’ Tell initiative which encouraged trial and advocacy amongst amateur cooks.
Cook N’ Tell generated 12,300 sample requests and 290 product reviews. There were 4,790,827 Facebook advertising impressions and 24,815 app visits, with 82.52 per cent of these unique. With a potential media reach of more than 2.5 million people, the campaign delivered a 40 per cent opt-in rate to Lee Kum Kee’s customer database.
Lee Kum Kee campaign credits
Creative: Charlotte Gabbitas and Chris Bogin
Script: Charlotte Gabbitas
Producer: Neyla ben Hamouda
Director: Jey Malaiperuman
Animation: Jey Malaiperuman