Lee Kum Kee

For its 2026 Chinese New Year, Year of the Horse celebrations, Lee Kum Kee - known for its authentic Asian sauces and popular condiments - wanted to emulate the feeling of creating connections with those around you, of coming together to celebrate, and of caring. Be it friends, family, or simply those we choose to be with on special occasions. All centring on the core pillar of: Moments Made to Share.

The campaign devised by the Kith&Kind team focused on multiple touchpoints executed across the UK, Germany and the Netherlands, including:

• A CSR Initiative - hosting a Chinese New Year feast centred on conversation, connection, and the joy of sharing a meal together, bringing together just some of the local communities which the charity Re-engage supports to reduce loneliness in later life.
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• Experiential - inspired by traditional Chinese New Year customs, Wishing Trees were installed in London’s King’s Cross Station and Berlin’s ALEXA shopping mall, inviting passers-by to pause and submit their wish for the new year, before hanging it on a Wishing Tree to establish a living and growing symbol of shared hopes, gratitude and connection.
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• Consumer and trade editorial - sharing key campaign moments with editorial contacts to ensure widespread awareness and campaign engagement, alongside a delicious selection of recipes created especially for Chinese New Year celebrations and moments made to share.
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• Consumer and trade advertising - from the creation of bespoke and aligned assets across digital and print platforms such as BBC Good Food, The Grocer and the Evening Standard, to reinforce and create additional moments for key audience engagement.

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All supported by Lee Kum Kee’s international Win a Wish campaign which saw five winners across multiple markets have their wish brought to life by the brand, alongside the introduction of KeeKee, Lee Kum Kee’s new mascot, a tiny oyster with a big heart, who guided viewers through the rich traditions and heartfelt meaning of Chinese New Year in a playful and engaging way.

The cross-market, immersive and truly 360-degree campaign resulted in exceptional results across both physical and digital touch pints, including:

• A combined media editorial ROI of 10:1
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• A total media reach of 37m across the UK and Europe
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• The Wishing Tree installations provided overall opportunities to be seen by 185,000 visitors
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• Win a Wish digital initiative drove 138,000 visits to the campaign microsite

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