Lee Kum Kee promotes big taste using tiny food


Written By

Campaign Asia


December 15 2016

With TBWA Hong Kong, the brand jumps on the kawaii cooking trend for a global campaign.

This campaign, phase two of an effort that launched last year (see Lee Kum Kee launches uncompromising global campaign), kicked off on digital and social media in 17 markets starting in Canada and Australia in mid-2016. In New Zealand, Japan, Korea, Singapore, Malaysia, the Philippines, Vietnam, Hong Kong, China, Taiwan, the United States and Europe, the campaign began in the the third quarter of 2016 and is running until the end of the year.

Ad Nut doesn't really get the whole kawaii cooking craze; what you call "miniature" food is just everyday portion size in Ad Nut's kitchen. But it is fairly impressive that humans can manage to make small dishes with their weird, giant hands.  


Brendan MaLee Kum Kee, Tiny food