Bondi Beach became an food hub last weekend thanks to Shaper, the PR and social hub of Clemenger BBDO. Chinese sauce and condiment brand, Lee Kum Kee, took a food truck to the beach in a brand partnership with 2023 MasterChef finalist and celebrity chef Declan Cleary, dishing out the delights of free egg, bacon and crispy hashbrown bao buns, doused in Lee Kum Kee’s Char Siu sauce.
The activation outside North Bondi Surf Life Saving Club, kicked off a social and PR-led campaign that introduces Cleary as the face of the Lee Kum Kee brand for 2024.
A hero film and other assets created by the Shaper team at Clemenger BBDO was made content captured at the event. It will be used in for social channels to amplify the campaign.
Lee Kum Kee regional business manager, Wilson Lam, commented, “What better way to blend Chinese cuisine and quintessential Australian culture than a celebrity chef with a broad Aussie accent cooking bacon and eggs with a Chinese twist on Bondi Beach.”
“An early morning ocean swim followed by an egg and bacon breakfast roll feels so aspirational and Australian in my eyes. Throw in Bondi and it’s iconic. Wrap it in a bao bun and it’s delicious. Make it free, and hopefully, your weekend is off to a pretty good start! We loved bringing this experience to life,”added Clemenger BBDO head of PR, Caroline Roe.
Declan Cleary commented, “It was a buzz to share my take on a bacon and eggs with Lee Kum Kee’s Char Siu sauce for my launch campaign as the face of the brand. I love combining Chinese and Australian cuisine, so I’m excited to see what else we cook up as we bring more Lee Kum Kee flavours to Aussie tastebuds.”
Credits:
Client: Lee Kum Kee
Regional Business Development Manager: Wilson Lam
Assistant Marketing Manager: Lydia Lam
Agency: Clemenger BBDO
Head of PR: Caroline Roe
PR Business Manager: Stephanie Punchard
Social Media Content Manager: Grace Lavendar
Production: August Media x Soho Creative
DOP & Director: August Media – Augustin Chauvet
DOP & Director: Soho Creative – Joseph Plumb
Images by Stelios Stylianou
