Grey Hong Kong has created a new campaign for Lee Kum Kee Noodles. Breaking away from the norm of polished, picture-perfect food advertising, Grey and Lee Kum Kee have opted on a different approach that focuses on the brand’s commitment to genuine flavours and delightful culinary experiences.
Grey Hong Kong recently won a competitive pitch and was named the long-term creative agency for the Lee Kum Kee food business, further solidifying their collaboration.
For the launch of Lee Kum Kee noodles in a newly category-breaking style, Grey chose to spotlight an empty bowl, highlighting ultimate deliciousness and a genuine dining experience. This shifts the focus towards satisfying the consumer’s appetite rather than bombarding them with excessive product features.
The subtle traces of noodle soup provide a stark contrast to the typical images of overflowing dishes seen in most food advertisements. This unfiltered approach also reflects Lee Kum Kee’s attitude of prioritising authenticity in their cuisines and their connection with consumers to drive repeated trials of Lee Kum Kee’s exceptional cuisine.
The collaboration included several KOLs sharing photos of their empty bowls and finished noodles on social media, accompanied by a caption, “Camera eats last!”. This triggered a social phenomenon with members of the public also joining in to share their finished meals of Lee Kum Kee noodles. The message was clear and powerful – Lee Kum Kee’s noodles are so delicious you can’t help but finish every bite!
“We believe in the power of authenticity and are excited to see how this campaign resonates with consumers,” said Eric Lin, General Manager, Hong Kong & Macau, Lee Kum Kee (Hong Kong).
Duffy Lau, General Manager, Grey Hong Kong, said: “We are thrilled to continue our partnership with Lee Kum Kee and to have the opportunity to create such a unique and impactful campaign that not only celebrates tradition but also connects with the modern consumer.”
In an unexpected turn of events, renowned KOL Neo Yau was simultaneously promoting another product during the Lee Kum Kee campaign. This led to a wave of speculation that the two products were collaborating in a joint promotion. Recognising the potential power of this organic buzz, Grey quickly leveraged this opportunity and reached out to the beverage brand, proposing real-time collaborations to double the impact of both campaigns.
Credits
Agency: Grey Hong Kong
Duffy Lau, General Manager
Rick Kwan, Creative Partner
Ted Tam, Group Account Director
Valerie Chung, Account Executive
May Chan, Group Creative Director
Vivian Cheung, Associate Creative Director
Kawa Wong, Senior Copywriter
Jacinda Mai, Art Director
Client: Lee Kum Kee (Hong Kong)
Eric Lin, General Manager, Hong Kong & Macau
Vincent Leung, Marketing Manager – Ready to Eat
Sacimi Choy, Assistant Marketing Manager – Ready to Eat
Joyce Lam, Assistant Marketing Manager – Ready to Eat
