Case Study: Lee Kum Kee boosts brand awareness and sales consideration with Cheeky Communications

Lee Kum Kee boosts brand awareness 75% with Cheeky Communications

Lee Kum Kee faced the challenge of repositioning its Chiu Chow Chilli Oil in the UK market to break its association solely with traditional Chinese takeaway. The goal was to get Gen Z to see it as a versatile, everyday condiment for all meals. Cheeky Communications was tasked with this repositioning.

Cheeky Communications implemented a vibrant above-the-line campaign with the message "Chiu Chow Chilli Any Chow," which ran across OOH, digital, radio, and other channels. The solution showcased unexpected food pairings to prove the product's versatility. This campaign, executed by Cheeky Communications, significantly increased brand awareness by 75%, boosted sales consideration by 50%, and raised purchase intent by 19%, becoming a benchmark for Lee Kum Kee in other markets.

Lee Kum Kee