Any Chow. Any How.
Lee Kum Kee
A chilli oil brand deeply rooted in Chinese heritage wanted to expand its reach, creating a campaign for the European market that showed how their product could elevate far more than just Asian dishes.
TV
Campaign
Pos
Animation
ooh
Social
At the centre of the campaign was a TV ad showing the product’s surprising versatility — drizzled over everything from spaghetti and sausage & mash to (yes, really) vanilla ice cream. The message was simple: Chiu Chow Chilli Oil isn’t just for Asian cuisine.
Lee Kum Kee tv ad campaign
Beyond the screen, the campaign came to life through OOH posters, in-store POS like shelf wobblers and fins, a lively suite of social media content, and even a catchy radio ad and jingle.
This was a full 360° campaign — and I was proud to help bring the brand’s spicy personality to life in fresh, unexpected ways.
