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TBWA launches global ‘Quality never compromised’ campaign for Lee Kum Kee

TBWA\Hong Kong has launched a new global brand campaign for sauce brand Lee Kum Kee based on the insight that when you cook for the people you love, you never compromise on quality.

The campaign, which will run in-store, print and social media, carries the slogan: ‘Quality never compromised’.

TBWA campaign

The campaign will first break in Malaysia, Singapore, Taiwan and Australia, followed by Hong Kong and New Zealand in the second phase. The final phase targeting all other markets kicks off later in the year.

TBWA ad

“This campaign connects the essence of Lee Kum Kee with a universal truth for people who love to cook,” said Joanne Lao, CEO of TBWA Greater China. “It’s a honour to create global work for a homegrown brand from Hong Kong.”

Credits:

Project Name: Lee Kum Kee – ‘Quality Never Compromised’
Creative Agency: TBWA
Client: Lee Kum Kee
Executive Creative Director: Esther Wong
Creative Director(s): Annie Loo
Senior Art Director(s): SoSo
Art Director(s): Donald Tse
Senior Copywriter(s): Peter So, Ronald Cheng
Photographer: Raymond Ng, Eric Wong
Digital Designer(s) / Artist(s): Aiden Lam, Bowie Ho
Planning Director: Terence Ling, Rochelle Wang
Account Director: Alex Hui
Account Executive(s) / Manager(s): Long Wong, Benson Wu
Other Credits: Fung Siu Wa
Social Media Creative: Season Chan

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