Clemenger BBDO helps Lee Kum Kee and chef Declan Cleary launch partnership
Clemenger BBDO’s social and PR arm, SHAPER, helped Chinese condiment and sauce brand Lee Kum Kee launch its brand partnership with chef Declan Cleary – a chef and 2023 Masterchef finalist.
The announcement:
It was a tasty takeover of Bondi Beach last weekend when authentic Chinese sauce and condiment brand Lee Kum Kee launched a brand partnership with 2023 MasterChef finalist and celebrity chef Declan Cleary, via SHAPER, the PR and social arm of Clemenger BBDO.
The activation kicked off a social and PR-led campaign that introduces Cleary as the face of the Lee Kum Kee brand for 2024.
The newly minted Ambassador and his team served up a sensational sell out of free egg, bacon and crispy hashbrown bao buns, doused in Lee Kum Kee’s Char Siu sauce from a food truck outside North Bondi Surf Life Saving Club at the event that generated interest among lifestyle media outlets including Broadsheet Sydney.
A hero film and other assets created by the SHAPER team at Clemenger BBDO from content captured at the event for social channels will be leveraged for the campaign to drive brand awareness online.
Lee Kum Kee regional business manager Wilson Lam said, “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.” Clemenger BBDO head of PR Caroline Roe said.
Lee Kum Kee ambassador and celebrity chef Declan Cleary added, “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.”
Source: EXTOLLO
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