Lee Kum Kee Launches Global Brand Campaign ‘Quality Never Compromised’

Lee Kum Kee, the Hong Kong heritage brand known for its premium oyster and soy sauces, recently launched a global brand campaign that re-emphasises Lee Kum Kee’s family values and philosophy to never compromise.

The integrated campaign, created by TBWA\Hong Kong, includes in-store, print and social media activation around the key message, ‘Quality Never Compromised’.

The series of ads feature the various Lee Kum Kee condiments including oyster sauce and seasoned soy sauce for seafood. The brand highlights its uncompromised commitment to quality with something that is part of the brand’s DNA, expressed through an equation: 100 - 1 = 0, which means Lee Kum Kee tolerates no mistake in any production procedure, which would otherwise place in jeopardy all previous efforts as well as consumers’ trust.

The global campaign launches in phases, starting first with Malaysia, Singapore, Taiwan and Australia, followed by Hong Kong and New Zealand in the second phase. The final phase, which includes all remaining markets, will commence later this year.

“Lee Kum Kee is a family business. Our commitment to quality comes from our family values and has been passed on through generations. We will never compromise on quality when it comes to our loved ones. This pure intention is also reflected in the pureness of our ingredients,” commented Lee Kum Kee Sauce group chairman, Charlie Lee.

“This campaign connects the essence of Lee Kum Kee with a universal truth for people who love to cook,” said Joanne Lao, chief executive officer at TBWA\Greater China. “It’s a honour to create global work for a homegrown brand from Hong Kong.”