Lee Kum Kee

Starting with pre-heat content and culminating into an exclusive branded event, ADMERASIA created a multi-layered campaign for sauce brand Lee Kum Kee surrounding its sponsorship of the North America’s 50 Best Restaurant Awards hosted by the World’s 50 Best. At the forefront of this partnership was Lee Kum Kee's global legacy as a leading name in authentic Asian sauce products — with a contemporary twist.

We activated the Lee Kum Kee Speakeasy, which drew hungry crowds to Craft Creamery Las Vegas, where a hidden speakeasy served sauce-infused cocktails and small bites. The menu was crafted by World’s Best winners GN Chan of Double Chicken Please and Rodolfo Guzmán of Boragó.

Two days later, we attended the Awards Reception and conducted red-carpet interviews of renowned chefs like Eric Ripert and Dominique Crenn. Lastly, we captured content of the Gateway to Flavors booth. With a week of on-premise activations under our belt, our social team was able to captivate audiences with a robust rollout of original content, garner +3.1K followers and 1.4M earned impressions, and bring @leekumkeeglobal to a total of +6.4M impressions throughout.