Introduction

As the market leader in Oyster Sauce, Lee Kum Kee (LKK) sought to strengthen its dominance in the sauce and condiments category while reinforcing its role as a staple in Chinese New Year celebrations. With festive advertising more cluttered than ever, standing out required more than just visibility—it demanded meaningful connections with consumers. Mashwire developed a multi-channel, insight-driven campaign to break through the noise, delivering high engagement, brand affinity, and measurable business results.

The essence of the campaign – "The best feasts are made together - 相聚就是‘酱’好的年味" – cohesively brought to life the spirit of Chinese New Year reunions. This campaign was anchored in consumers’ motivation to create flavours that unite generations. With 家传菜 (heirloom dishes) carrying the warmth of tradition, connection, and cherished memories, the campaign fostered deeper bonds between families—using LKK sauces to bring a comforting flavour to festive tables across Singapore.

Driving growth via Reliability Through Strategic Engagement

LKK’s objective was to reinforce its association with Chinese New Year celebrations.

By leveraging consumer insights, digital innovation, and an integrated marketing approach, we broke through the clutter to capture attention, increase brand affinity, and engage the target audience through relatability and community connection.

 

A Performance-Driven Strategy: Turning Awareness into Purchase Intent

 

Social Media: Elevating Brand Awareness & Recall

To command attention, we launched CGI Virtual OOH videos on LKK Singapore’s social platforms, featuring:

• Poon Choi: Highlighting LKK’s Oyster Sauce and Abalone as key ingredients in recreating the familiar flavours of Singapore’s favorite traditional Chinese New Year dish.
• Chinatown: Featuring LKK Premium Brand Oyster Sauce and Abalone flying through Chinatown, a place deeply associated with Chinese New Year celebrations in Singapore, to strengthen the brand’s festive relevance.

Creating visually stunning brand experiences is our expertise. Interested in seeing more on how Mashwire uses VOOH to help tell a brand story? Click here.

 

Collaborations that Drive Brand Affinity & Relatability

To further enhance LKK’s relatability, we collaborated with local celebrities and KOLs, who shared their family recipes and experiences of celebrating Chinese New Year with LKK products. This helped reinforce the premium quality and cultural relevance of the brand, boosting its trustworthiness.

By engaging with local celebrities, we not only amplified the brand’s reach, but we have also improved on the brand affinity. KOL Blind Seeding then extended the campaign subtly introducing LKK sauces into their everyday lives, amplifying the brand’s reach and solidifying its presence in Singaporean households.

 

Integrating more touchpoints: Radio & In-Store Activation

To further the campaign’s reach beyond digital channels, we engaged radio listeners through radio ads, targeting families to reinforce our messaging. Additionally, Point-of-Sale Materials (POSM) in supermarkets ensured high visibility at key decision-making points, seamlessly connecting online awareness with offline purchasing behaviour.

The Results: High Engagement, Strong Brand Impact

This campaign demonstrated Mashwire’s expertise in driving measurable results for brands. Key outcomes included:

 

1) Strengthening Brand Engagement amidst the clutter during Chinese New Year

Through significant engagement across social media, Virtual OOH, and interactive contests, we successfully increased brand awareness and consideration, reinforcing LKK’s dominant position in the sauce category. The campaign also earned a feature in Marketing Interactive, further boosting LKK’s credibility and industry recognition.

By leveraging innovative storytelling and consumer engagement, we achieved exceptional reach and impressions, cutting through the festive advertising noise and setting LKK apart from competitors. Which can be seen with hundreds of engagements for each social media post per platform, capturing widespread audience attention.

 

2) Reinforcing LKK as the Top Festive Choice 

Hundreds of organic engagements on Virtual OOH and contests sparked word-of-mouth buzz, making LKK a top choice for Chinese New Year feasts. The contests not only encouraged the sharing of family reunion experiences with LKK products but also deepened emotional connections with the brand, solidifying its place on the festive dinner table. More than 85%  of KOLs delivered high-quality content, reaching over close to 760,000 people, with impressions exceeding 4.1 million – an authentic endorsement that solidified LKK’s connection to festive cooking.

 

How Mashwire Helps MNCs Achieve Market Leadership

By combining consumer insights, digital innovation, and omnichannel execution, Mashwire helped LKK deepen consumer relationships, strengthen brand leadership, and drive measurable business growth. This success demonstrates our ability to help global brands enhance performance and scale effectively.

 

Let’s Drive Your Brand’s Success

Looking to expand market share, enhance brand engagement, and drive revenue growth? Let Mashwire create a tailored, high-impact strategy for your brand. Reach out today to discover how we can deliver measurable success.

 

Want to cut through the clutter and make a lasting impact like LKK? Let’s craft a strategy that drives real results. Get in touch today and let’s create something extraordinary. Check out what we have done for Yeo’s and HaiDiLao for Chinese New Year.