Lee Kum Kee debuts traditional sauce industry's first-ever new media marketing campaign

The brand is hosting the sauce and condiment industry's first ever fashion competition in cooperation with the Hong Kong Trade Development Council, which is running the Style Hong Kong Show in Shanghai from 15-19 October in conjunction with the closing of the Shanghai Expo.

Through the campaign, Lee Kum Kee hopes to position itself as a luxury and premium brand, especially in China.

"We have this idea because we would like to target and engage young generation. Fashion is trend, style and innovation which are the brand personalities of Lee Kum Kee," explained Anthony Chan, corporate communications manager, Lee Kum Kee International Holdings Limited.

This campaign looks to target fashionistas and fashion design students, with the internet as their "library" and "advisor".

"To emphasize Lee Kum Kee is a sauce and condiment rather than fashion brand, we used Taste of Style as the theme. Through the colour, layers and fabrics on the outfits, we would like to stimulate the taste buds of fashionistas," Chan added.

The company invited 50 fashion design students from Hong Kong Polytechnic University and Raffles College to use the brand elements to design an outfit. The company selected three students and sponsored them to produce the outfits and the whole process was made into a Project Runway-type video.

To create buzz, the video has been uploaded onto YouTube and Tudou. The campaign is uploading photos and posting comments in Facebook, Flickr and Kaixin, and distributing online releases to bloggers, online fashionistas and trend setters in Hong Kong and China.

A dedicated website www.LKK.com/fashion will also go live this afternoon.