A campaign for noodles that doesn’t show noodles. Because the mark of great noodles is an empty bowl.
Grey Hong Kong has broken away from the category norm of polished, picture-perfect food visuals in its campaign to launch Lee Kum Kee noodles.
The agency recently won a competitive pitch and was named the long-term creative agency for the Lee Kum Kee food business, solidifying a successful collaboration. This latest campaign continues a legacy of innovative creative strategies.
The campaign, with its images of empty bowls, shifts the focus towards satisfying people’s appetite rather than bombarding them with excessive product features.
The subtle traces of noodle soup provide a stark contrast to the typical images of overflowing dishes seen in most food advertisements. This unfiltered approach also reflects Lee Kum Kee’s attitude of prioritising authenticity in its cuisines and its connection with consumers.
The collaboration included several influencers sharing photos of their empty bowls and finished noodles on social media, accompanied by a caption, Camera eats last. This triggered a social phenomenon with members of the public also joining in to share their finished meals of Lee Kum Kee noodles. The message was clear and powerful – Lee Kum Kee’s noodles are so delicious you can’t help but finish every bite.
“We believe in the power of authenticity and are excited to see how this campaign resonates with consumers,” stated Eric Lin, general manager, Hong Kong & Macau, Lee Kum Kee (Hong Kong).
“We are thrilled to continue our partnership with Lee Kum Kee and to have the opportunity to create such a unique and impactful campaign that not only celebrates tradition but also connects with the modern consumer,” added Duffy Lau, general manager, Grey Hong Kong.
In an unexpected turn of events, renowned influencer, Neo Yau, was simultaneously promoting another product during the Lee Kum Kee campaign. This led to a wave of speculation that the two products were collaborating in a joint promotion. Recognising the potential power of this organic buzz, Grey quickly leveraged this opportunity and reached out to the beverage brand, proposing real-time collaborations to double the impact of both campaigns.
Credits
Agency: Grey Hong Kong
General Manager: Duffy Lau
Creative Partner: Rick Kwan
Group Account Director: Ted Tam
Account Executive: Valerie Chung
Group Creative Director: May Chan
Associate Creative Director: Vivian Cheung
Senior Copywriter: Kawa Wong
Art Director: Jacinda Mai
Client: Lee Kum Kee (Hong Kong)
General Manager, Hong Kong & Macau: Eric Lin
Marketing Manager – Ready to Eat: Vincent Leung
Assistant Marketing Managers – Ready to Eat: Sacimi Choy & Joyce Lam
