Brand Proposition | Copy Development | Art Direction | Video & KV| POSM | Social Content
Lee Kum Kee – First Draw Soy Sauce Relaunch
Background
Hong Kong’s soy sauce market was facing a sobering reality: fewer people were cooking at home, and those who still did were buying on price, not quality. The entire category was becoming commoditised quickly.
As the market leader, Lee Kum Kee could have leaned into discounts like everyone else.
But instead, they chose to lead with value.
Insight
While cooking frequency had dropped, we uncovered a more meaningful shift: when people did cook, they cared more.
Every home-cooked meal had become more intentional, personal, and deserving of quality.
The Strategy
Lee Kum Kee has reintroduced First Draw Soy Sauce (FDSS) to the market, not just with a new label, but with a fresh narrative aimed at elevating the product category to a premium level.
This new narrative is grounded in purity, fermentation, and exceptional craftsmanship.
First-draw essence. No shortcuts. No additives.
Every aspect of the campaign—ranging from the creative elements to the rollout— is anchored in a simple yet powerful idea:
“Every Ingredient Deserves to Shine.”
The Execution
The premiumisation strategy unfolded across 3 deliberate, delicious phases:
1. Relaunch The Flagship: First Draw Soy Sauce
The goal of the launch campaign is to build awareness of FDSS superiority, communicate variant benefits, shift perception towards value, and drive trial across the campaign period.
The integrated media strategy has prioritised high-reach offline media (TV, OOH) for awareness, complemented by digital and social media for engagement and education, with video as the primary creative format.
30” Thematic Video Ad
OOH
Social Content
2. Open a Health-Conscious Segment: First Draw Salt-Reduced Soy Sauce
To sustain the momentum of the FDSS relaunch, LKK has introduced a new salt-reduced product aimed at health-conscious families and the elderly.
The campaign has included a 15-second core video and a 5-second tag-on to introduce the new flavour. It has also showcased a 3D video wall at MTR stations to reach high-income commuters.
Additionally, the "LKK Little Chef" contest, in collaboration with Mami Daily and parenting WhatsApp groups, has featured winning young chefs across an extensive Digital OOH network.
TV & Digital Video Ad: 15-second Thematic + 5-second tag-on
O2O Activation
Digital OOH
Portraits of the “LKK Little Chef” contest winners rotating on DOOH displays.
Social Content
3. Expanding The Product Line: Seafood First Draw Soy Sauce
Developed specifically for Hong Kong’s most delicate and cherished dishes, seafood.
Specially formulated with added abalone essence through multiple fermentation processes to enhance seafood flavours, intended for high-value cooking occasions.
20” TV & Digital Video Commercial
Digital & Social
POSM
From supermarket aisles to online video feeds, we made soy sauce feel special again.
To support trial and education, we distributed beautifully designed mini cookbooks, giving home cooks a tangible reason to reach for FDSS confidently.
The Result
Perceptions shifted. Behaviour shifted.
Not only for Lee Kum Kee, but the entire soy sauce market revitalised and grew stronger together.
And soy sauce — humble, everyday soy sauce — was restored to its rightful place: on the table, in the spotlight, and at the centre of every meal that matters.