Lee Kum Kee’s Double Deluxe Soy Sauce was created for discerning home cooks over the age of 30, who might be willing to pay for that extra bit of quality. Therefore, Chill’s strategy aimed to connect with these consumers through older, iconic comedies, and Stephen Chow’s Kung Fu Hustle was the perfect inspiration.
Chill developed a range of online marketing content inspired by the film’s immense popularity, which was instrumental in connecting consumers with the soy sauce and increasing the product’s visibility. We created videos, original and secret recipes, and even a range of WhatsApp emoji stickers to reach a larger audience. The online campaign generated 183,000 views and engaged over 1,000 responses.