Chinatown Hosts Teaser Launch for Amoy’s New Range of Pan-Asian Meal Kits

A new brand has arrived in town. SOSU from Amoy has introduced itself to the world with a special teaser launch in Chinatown, featuring Bibimbap on bikes and Yakisoba on a van.

A flavourful range of Korean and Japanese meal kits has been unveiled to the world via a teaser launch in the home of Asian cooking in the UK – London’s Chinatown. Masterminded by Wunderman Thompson Spain and planned by Carat, the two agencies have partnered with the Kraft Heinz New Ventures team to build excitement for the launch of the SOSU brand, available exclusively in Tesco.

The teaser campaign was unveiled in Chinatown using six bikes and a van, giving the general public their first look at the tasty treats. SOSU from Amoy is launching initially with two hero ranges of Korean and Japanese cuisines, both offering meal kits inspired by popular restaurant dishes, as well as a broad range of standalone cooking ingredients, like gochujang paste and teriyaki sauce, rice, noodles, soy and chilli sauce.

Irene Vidal, creative director at Wunderman Thompson Spain, said: “What better place to give people their first look at SOSU’s delicious new meal kits than in Chinatown, where you can find so many Asian street food restaurants. This is just the first stage of a launch which will unveil the SOSU brand to a hungry UK audience. Watch this space for the next stage which will be coming to Chinatown in January.”

Alessia Tarantino, growth manager - New Ventures, said: “Consumers want to cook adventurous recipes at home, but they may find the current options not on par with restaurant trends. Not only that, but today’s consumers are looking for meal solutions that are well-balanced and nutritious. Wunderman Thompson and Carat found the perfect opportunity to connect with consumers who are already exploring Asian street food, and let them know that cooking at home can be even more exciting. We’re excited to have teased the launch campaign for the new range with an impactful activation in one of London’s hottest spots, and can’t wait to unveil the full campaign in 2023!”