Superior Soy Sauce, Reimagined

For their annual Quality Never Compromised campaign, Lee Kum Kee turned to CSSI to develop and execute an integrated communications plan designed to position their soy sauces as second to none in the industry. 

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The goal? Build awareness for Lee Kum Kee soy sauces by showcasing the versatility and quality of their products across a variety of applications. 

The Point

Establish Lee Kum Kee as the Superior Choice

Lee Kum Kee doesn’t mess around when it comes to quality. This campaign highlighted the traditional craftsmanship and superb ingredients used to make Lee Kum Kee soy sauces, all while playing up the umami-rich taste they provide. 

The Plan

Target the Right Folks

This campaign had two target audiences: industrial and foodservice. We tailored messaging to each group, educating the industrial audience about Lee Kum Kee’s natural fermentation processes while highlighting superb product quality for the foodservice audience.  

The Idea

Quality Inside and Outside the Wok

This campaign showcased how to use Lee Kum Kee soy sauces in both traditional and innovative applications. Ice cream with salted soy caramel sauce, anyone? 

The Payoff

Better Market Awareness and Qualified Leads

Digital ads and emails drove to a landing page (featuring a shiny new video) that captured new operator and manufacturer leads for the Lee Kum Kee sales pipeline. 

Find out how to put solutions like this to work for you.

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