Spicing-up the Sauce Aisle
Lee Kum Kee
A new product range from Lee Kum Kee called for a fresh campaign. The iconic Asian sauce brand had launched a trio of chilli sauces — with one key detail: shake before use.
TV
Campaign
RADIO
OOH
Digital
Social
With the headline of ‘Shake up the Spice” our campaign brought this to life through a playful twist — featuring a mixologist who swaps cocktails for chilli, shaking up bottles before drizzling them over his favourite dishes. The energetic, vibrant film boosted brand awareness by 37%, with ad recall climbing to an impressive 56.4%.
Lee Kum Kee 45-second ad campaign, 2024
My role spanned the entire process — from concept development and production to post-production and the creation of all supporting assets — right through to the finished campaign.
