Lee Kum Kee launches first-ever global brand campaign via DDB Group Hong Kong [Video]

HONG KONG – Lee Kum Kee is launching a global brand campaign, the first in its 137-year history, aiming to connect with its increasingly global customer base and appeal to new customers alike. The maker of Asian sauces and seasonings is partnering with DDB Group Hong Kong, to promote its brand on a global stage, highlighting the universal power of togetherness, tradition and shared culinary experiences. 

Lee Kum Kee connects people not just over the table, but through generations and across continents, and this is the concept behind the new campaign, “FLAVORS THAT BIND”, with an important nod to the brand’s cultural significance.

The brand has chosen Lunar New Year, a time when people around the world gather to share traditional dishes the world over, to launch its campaign. In doing so, and with its renewed brand communications platform, Lee Kum Kee not only promotes its sauces but also Asian culture and values, encouraging people to make connections during …