Chinese sauce brand Lee Kum Kee has partnered with Twentieth Century Fox and DreamWorks Animation to feature characters from the new movie, Kung Fu Panda 3, in its latest brand campaign.
Lee Kum Kee, founded in 1888 by the inventor of Oyster Sauce, kicked off the ‘Let’s Panda’ campaign during the Chinese New Year celebrations in February, with it reaching its peak this week to mark the release of Kung Fu Panda 3 which opens in the UK on March 11th.
Put together by Lime Communications, Twentieth Century Fox’s retained brand partnerships agency, the campaign is supported by a significant investment in advertising across outdoor, print, digital and retail channels. Lee Kum Kee also created limited edition labels for its four key products (Premium dark soy sauce; Premium light soy sauce; Pure sesame oil; and Chiu chow chilli oil) and has been running an on-pack promotion in Tesco, Sainsbury’s, Asda, Waitrose, Morrison’s and independent Chinese retailers.
A bespoke recipe book was created in partnership with food Vloggers ‘The Dumpling Sisters’ and is being distributed through foodie magazines, at cooking demos and via sampling events at VUE cinemas.
Lee Kum Kee is running a gift with purchase promotion (offering consumers a choice of four bespoke Kung Fu Panda 3 bowls) as well as the chance to win trips to Europe to visit real life pandas.
The partnership campaign has also been running in Germany and The Netherlands.
Shuang Cheng, Marketing Manager for Lee Kum Kee Europe, comments: “We are thrilled to be part of the release of Kung Fu Panda 3 – the latest DreamWorks Animation movie. With the ‘Let’s Panda’ campaign, we are looking to introduce the range of our awesome Chinese sauces, provide consumers with inspirations of authentic, home-made taste, and also use it as a great way to engage with a much loved movie.”
In Kung Fu Panda 3, hero Po is reunited with his long-lost panda father and has to train a village full of his fun-loving, clumsy brethren to become Kung Fu Pandas to fight a supernatural villain.