Unleash Your Soy-Per Powers! An integrated campaign for Lee Kum Kee

THE PROBLEM 

Soy sauce is often taken for granted. Far from the star of the show, it’s often seen as playing a supporting role. 

But Lee Kum Kee’s original soy sauces – and a line of new at-the-table products – have the power to be the hero in any meal.  

THE BRIEF  

The pros already know about Lee Kum Kee’s superior product quality. We needed to show the value to everyday cooks. Proving that the whole, deliciously versatile Soy Sauce range can elevate dishes, whatever the cuisine.  


Media Bounty were responsible for strategy, creative, production in partnership with Heehaw, and media planning. 

THE WORK 

Introducing the Soy-per Heroes! Lee Kum Kee’s soy sauce range, personified in superhero form. 

The heroes were supplied by Lee Kum Kee. It was up to Media Bounty to work out how to tell their story.  

In our ads, they’re on a quest to banish the bland from the kitchen. Igniting the excitement of home cooks, and allowing them to show off their own culinary superpowers.  

Every hero brings a different superpower to dishes, reflecting the unique flavor profile of each product. Like the Dynamic Duo – Premium Light and Dark Soy Sauces that work together in umami harmony. Or the moreishly mellow Oriental Sesame Soy, the perfect finishing touch for salads.  

Videos were made in partnership with production house Heehaw. The creative approach used a mix of live-action and animation. This led to our distinctive classic comic book aesthetic – without losing the appetite appeal of using real, delicious food.  

The work is live across VOD platforms, digital and social across Europe.  

Coming to a screen near you soon… well, if you fit our targeting profile.  


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Unleash Your Soy-Per Powers! An integrated campaign for Lee Kum Kee

The pros already know about Lee Kum Kee’s superior soy sauces. Our integrated ad campaign shows the value to home cooks. Introducing the Soy-per Heroes! Lee Kum Kee’s soy sauce range in superhero form, on a quest to banish the bland and ignite the excitement of home chefs.

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