Show your love through taste!


After three months of hard work in the hot sun, we have completed the first stage of the “Lee Kum Kee – Mobile Kitchen” campaign. We are now taking a break and will start the second stage on 7 July.

The campaign has two objectives.

The first objective is to educate the public to cook with other Lee Kum Kee sauces apart from the all-time famous (and favourite!) oyster sauce. Despite so many different sauces available in the market, many consumers are only familiar with oyster sauce and soy sauce.

The second objective is to encourage the public to cook more at home.

At the heart of the campaign is a unique idea that will achieve both objectives and leave a lasting impression on the public.

As the name “Mobile Kitchen” suggests, we are bringing a kitchen-on-wheels around the country to show off cooking and experimenting with different sauces in the comfort of a kitchen (as opposed to eating out). In Stage One, we took the “Mobile Kitchen” around the Klang Valley as well as to Ipoh, Sitiawan, Taiping, Penang, Butterworth, and Alor Setar. The schedule in each place covered wet markets in the mornings and hypermarkets in the afternoons.

Chef Wilson, appointed by Lee Kum Kee as the chef for this campaign, has been excellent in both cooking and interacting with the public. His youthful friendly personality has attracted many consumers, including housewives, to come up and ask him for advice on cooking techniques and taste adjustment. He has made it all look so easy and convenient and has successfully educated the public on the use of other sauces.

Although this is a challenging and tough campaign, we have managed to overcome many issues and enjoyed every trip and every session in Stage One. We are currently resting up and look forward to the second stage when we will be bringing the “Lee Kum Kee Mobile Kitchen” to the southern part of the country

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