Lee Kum Kee CNY Campaign 2026 [SG]
Stakeholder Management & Content Marketing
This campaign aims to drive festive sales and brand relevance through culturally resonant social content. "Two Chefs. One Heritage. Flavors That Bind" as a concept statement explores how LKK bridges generations and unites families through traditional and modern interpretations of heritage dishes.
Process
How to make a century-old brand relevant to a younger generation? LEE KUM KEE's modern sauces should be positioned not just as ingredients, but as the "confidence boost" needed to master complex heritage dishes the modern way.
To honour the diversity of the Singaporean-Chinese community, I developed a bespoke 36-card deck categorised by dialect group. This served as the primary engine for our engagement.
We featured 36 game cards, with 5 cards each for Hokkien, Cantonese, Hakka, Teochew, Foochow and Hainanese dishes, as well as 6 wild cards featuring the LEE KUM KEE CNY Sauce Range, demonstrating how these specific products are used in creating these recipes.
The game mechanics mimicked Indian Poker, where players held a dish to their forehead to guess the dish and its dialect origin, while attempting to pronounce it in the relevant dialect.
A multi-tiered KOL strategy was used to maximise reach. A mix of profiles were engaged to feature the sauces in action. The narrative focused on modern solutions of cooking the heritage dishes, proving that heritage cooking doesn't have to be daunting.
We sent carefully curated hampers featuring the 36-card deck, and it proved to be enjoyable for the recipients.
On in-store activation days, the pre-planned brief came to life. The raw, live reactions of participants drew attention and engagement. Participants were rewarded with attractive prizes after playing the game.
The strategy came full circle when the footage was edited into high-impact social content. From the KOL unboxings of our 36 card games, to hampers received, and participants trying out the cooking for themselves, every elements of this activation was featured across LEE KUM KEE's digital platforms.
Game Instructions
Example of dish card
Blindseeding profiles
Paid profiles
(@michellechong)
Paid profiles
(@misshippo)
in-store activation features
Highlight viewing of recipes
