Lee Kum Kee brings home the bacon in saucy activation at Bondi Beach via Clemenger BBDO’s SHAPER
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 (pictured above) 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.
Says Wilson Lam, regional business manager, Lee Kum Kee: “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.”
Says Caroline Roe, head of PR, Clemenger BBDO: “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.”
Says Cleary: “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.”
Client: Lee Kum Kee
Wilson Lam, Regional Business Development Manager
Lydia Lam, Assistant Marketing Manager
Clemenger BBDO
Caroline Roe, Head of PR
Stephanie Punchard, PR Business Manager
Grace Lavendar, Social Media Content Manager
August Media x Soho Creative
August Media – Augustin Chauvet – DOP / Director @augustmedia.au
Soho Creative – Joseph Plumb – DOP / Direcor @soho.cr
Images by Stelios Stylianou
@_stelios_stylianou_
5 Comments
“Throw in Bondi and it’s iconic.” – Literally everyone in PR
Lee Kum Kee is such an authentic Asian brand. The face of this activation however…
The oversight on the representation front is just…wow
Masterchef is the one Australian tv series that has had the most diverse Asian representation. And they chose a white man.
Try and do eXpErIeNtIaL w/ talent