Page 73 - MA2025-Souvenir-Programme

Excellence Award

“Lee Kum Kee Revitalizing Supreme Authentic First Draw Soy Sauce Series”
Lee Kum Kee (Hong Kong) Limited

In 2023, the Hong Kong soy sauce market faced a significant downturn following a post-pandemic shift in consumer behaviour. As
dining out and food delivery surged, in-home cooking declined, leading to a double-digit drop in both volume and value. Amid
increasing price competition and commoditisation, Lee Kum Kee—the market leader—opted not to compete on discounting.
Instead, the brand initiated a bold strategic pivot: to revitalise the category through premiumisation.

Anchored in the insight that consumers were cooking less frequently but with greater intention, the campaign repositioned Lee
Kum Kee’s First Draw Soy Sauce (FDSS) as a product of craftsmanship and pride. The relaunch began in early 2024, with updated
packaging, refreshed brand messaging, and a unified platform: “Every Ingredient Deserves to Shine.”

The initiative rolled out in three phases: the relaunch of Supreme Authentic FDSS, followed by Salt-Reduced FDSS catering to
health-conscious consumers, and finally, Seafood FDSS designed to elevate Hong Kong’s favourite seafood dishes. The campaign
combined traditional and digital media, influencer storytelling, in-store experiences, and content partnerships to reframe soy
sauce as a deliberate and valued ingredient.

The results demonstrated that even in a price-sensitive category, consumers would respond to quality, narrative, and purpose. The
campaign not only drove sales growth and improved profitability but also contributed to the recovery and value growth of the
entire soy sauce category. By prioritising value over volume and leading with brand purpose, Lee Kum Kee reinforced its role as a
responsible market leader and set a new benchmark for strategic premiumisation in fast-moving consumer goods.

Comments from the Judges:
It was commended as a bold and masterfully executed campaign that redefined an everyday staple through the power of
craftsmanship and value creation. In a price-driven and commoditized market, Lee Kum Kee dared to lead with quality and
heritage — demonstrating that authenticity and innovation can co-exist even in mature categories. The campaign elevated soy
sauce from a cooking essential to a symbol of pride and artistry, setting a new benchmark for category stewardship.

The campaign impressed the judges with its clarity of vision and flawless integration across product innovation, communication,
and retail activation. From modernizing packaging to inspiring home chefs through storytelling and influencer collaborations,
every detail reflected precision and purpose. Its phased product strategy — from the core relaunch to salt-reduced and seafood
variants — sustained momentum and deepened consumer engagement.

The campaign achieved remarkable results, reversing market decline, strengthening brand leadership, and driving record growth
in premium sales and brand equity — proving that even a century-old brand can still define the future of its category.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Hungry Digital Limited
2. Wavemaker Hong Kong

69
HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2025