Lee Kum Kee launched its first noodle range to the UK market, demonstrating innovation in a crowded category and showcasing a premium, handmade-style alternative to existing fast-format, low-quality products.
To bring the launch to life, Kith&Kind PR delivered a fully integrated and cross-channel campaign combining trade PR, influencer engagement, and a standout experiential moment in the heart of London. Central to the activity was The House of Noodles, an immersive pop-up experience at Outernet, created to showcase the innovation and quality behind the new range while generating noise among both consumers and retail buyers.
Ahead of launch, targeted trade communications - including media buying through The Grocer - and influencer gifting introduced the noodles and built anticipation. Boxes complete with a ‘mystery ingredient’ were sent to creators, encouraging them to experiment with the products at home and share authentic, recipe-led content with their audiences, throwing out the traditional ‘rule book’ for noodle usage.
An exclusive VIN (Very Important Noodler) Night offered media, influencers and key trade partners to The House of Noodles. Guests explored a series of highly shareable installations, including a hanging noodle walkthrough, a giant noodle wall and a bespoke noodle couch, all designed to encourage content creation and create a fun, interactive pop-up for guests to enjoy.
Interactive elements, from a custom claw machine with branded prizes to a festive DIY bauble-making station, added depth to the experience. A menu of delicious dishes was created to showcase the new noodle range, including noodle bowls and bite-sized canapés, alongside creative cocktails using Lee Kum Kee condiments. Guests were also able to take the noodle range home in beautifully branded boxes.
By combining immersive storytelling with creator-led content and strategic trade engagement, the campaign delivered strong results across PR, social and experiential, driving awareness, demonstrating retail readiness and positioning Lee Kum Kee noodles as a premium and versatile choice.
