HONG KONG — How does a brand synonymous with having produced convenient cooking ingredients for over 136 years demonstrate Lee Kum Kee’s brand proposition of making cooking easier and enjoyable? Grey Hong Kong flexed its creative muscles with a bold and striking activation — the brand’s first-ever convenience pop-up store at D•Park Mall in Hong Kong. Building on the success of their partnership, it’s the agency’s second consecutive pitch win for Lee Kum Kee. The Lee Kum Kee “yummy convenience store” launched recently, showcasing the brand’s commitment to genuine flavors and exciting culinary experiences.
The retro-inspired convenience store has a modern twist. It’s designed to be a welcoming space that puts the brand’s flavors at the front and center of the idea. When you step into the world’s most delicious convenience store, there’s an array of zones with products that use Lee Kum Kee’s ingredients in the most innovative, creative, and delightful way. For example, the Gelato stand has Lee Kum Kee collaborating with the renowned Australian gelato brand Messina to launch the first-ever oyster sauce and soy sauce flavored gelato in the market.
Enter the membership zone and sign up. You’ll walk away with a tote bag filled with Lee Kum Kee products. Other zones feature Hong Kong’s first-ever gashapon (capsule toy) machine, which dispenses Lee Kum Kee mini product magnets. There’s also a recipe printing zone where visitors can select a Lee Kum Kee sauce to instantly receive a mouth-watering recipe that can be whipped up in under 20 minutes. Lee Kum Kee’s yummy convenience store is no ordinary store — it is exciting and uniquely designed so that you can explore your taste buds with their range of products.
“Since 1888, Lee Kum Kee has officially transformed deliciousness into convenience, bringing it into every household in Hong Kong and around the world. The yummy convenience store is simply amplifying the convenience message in a physical space and treating customers to something special simultaneously,” said Rick Kwan, Creative Partner at Grey Hong Kong.
“What better way to highlight our brand’s elevated flavor characteristics and the convenience of cooking with LKK sauces than a convenience store that excites visitors and their tastebuds,” said Eric Lin, General Manager for Hong Kong, Macau, and Taiwan at Lee Kum Kee.
Whether you’re a culinary master, a food enthusiast, or a kitchen newbie, this activation allows visitors to experience the joy of food and convenient cooking. You can visit Lee Kum Kee’s “yummy convenience store” throughout July.
CREDITS:
Agency: Grey Hong Kong
Duffy Lau, General Manager
Rick Kwan, Creative Partner
Ted Tam, Group Account Director
Fred Yeung, Account Director
Valerie Chung, Account Executive
May Chan, Group Creative Director
Vivian Cheung, Associate Creative Director
Kawa Wong, Senior Copywriter
Jacinda Mai, Art Director
Maggie Chan, Strategy Director
Yolanda Luo, Associate Strategy Director
Ken Yau, Production Manager
Client: Lee Kum Kee (Hong Kong)
Eric Lin, General Manager – Hong Kong, Macau and Taiwan
Kiko Wong, Associate Marketing Director
Gipsy Chu, Marketing Manager – Brand and Omni-Channel
