In a world where global marketing campaigns are often spearheaded by creative teams in the United States or United Kingdom, it’s not every day that a homegrown Hong Kong brand takes centre stage in the global marketing arena.
Lee Kum Kee, a household name in Asian cuisine, has launched its first-ever global campaign, “FLAVOURS THAT BIND.” But just how ‘global’ is this campaign, and does it have the potential to resonate across multiple markets?
International campaigns: a first for Lee Kum Kee
Lee Kum Kee has long been synonymous with Asian sauces and condiments, with a presence in over 100 countries and regions. This campaign marks a significant milestone as the brand seeks to unite its international positioning and broaden reach beyond its traditional base. The campaign aims to celebrate Asian culinary culture and its ability to bring people together, with a particular focus on the Chinese diaspora and new Western audiences who may be unfamiliar with Chinese traditions. Reported to have been launched across 50+ platforms, in 17 languages, for 26 markets and marking Lee Kum Kee’s largest media investment to date, it’s a clear signal of commitment to global expansion.
A truly global concept or a local story with global aspirations?
Every element of this campaign underlines the choice that Lee Kum Kee has made – to embrace their brand heritage from their home market of Hong Kong. By rooting the campaign in the familiar scenes and traditions of the Lunar New Year, we can see clearly what the brand stands for and avoid a bland campaign that is lacking in flavour. Lee Kum Kee have carefully crafted the campaign to serve two primary audiences: the Chinese diaspora abroad, who will see their traditions celebrated, and Western consumers, who may not be culturally Chinese but are increasingly open to exploring global cuisines. The choice to cast a predominantly Asian representation alongside a handful of individuals from different ethnic backgrounds furthers this choice – this is a brand that knows where it comes from but is inviting global audiences to share and discover what made it famous at home.
But the heart of this campaign lies in the compelling creative idea of food as a universal connector and the values portrayed are universally relatable – that of family and friends coming together for a meal and how food unites people. By showcasing traditional elements in an emotive and accessible way, the brand is proudly embracing their heritage without alienating global audiences.
However, there are some potential challenges and pitfalls. While the emotional storytelling is strong, cultural nuances can vary significantly, and the celebration of Chinese heritage could be seen as niche in some regions. Without careful localisation, the campaign risks feeling too foreign or inaccessible in markets less familiar with Chinese traditions. Additionally, while most of the language used is clear and straightforward, some markets may require a more creative approach to fully capture the layers of meaning behind the tagline “flavours that bind,” which could be present a challenge in certain languages and cultural contexts. Plus, the choice to wish customers a ‘Happy Chinese New Year’ has the potential to be controversial to consumers across other Asian countries where the festival is celebrated as the ‘Lunar New Year’.
So, how will Lee Kum Kee’s first global campaign resonate internationally?
Overall, Lee Kum Kee’s first international campaign is a bold and ambitious step forward. The concept is strong, and its universal message of connection through food gives it broad appeal. However, much of its success will depend on how well it adapts to different markets and languages.
At this stage, it’s unclear whether Lee Kum Kee plans to roll out the campaign across all of the 100+ markets it operates in. If it does, it will be interesting to see how well this concept travels as the campaign expands – and whether it can truly cement Lee Kum Kee’s status as a global household name.
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