Panda oyster Sauce by Lee Kum kee

Cook DARINGLY, EXPECT BEYOND

How can we tap into unfamiliar market and raise awareness of a low-usage product?

When Lee Kum Kee wanted to raise the awareness of their brand of Panda Oyster Sauce in Indonesia, it faced a challenge because the oyster sauce usage in Indonesia was still considered low. From the cooking mothers’ perspective, the usability of oyster sauce for cooking was very limited, giving them not enough reason to stock oyster sauce in their kitchen.

We then found that cooking moms tend not to take any chances and risk the taste of what is already familiar to their family. But upon further research, they actually possess a big desire for cooking adventures. Therefore, our campaign aimed to unleash their ‘inner cook’ and touch them on the emotional level. With high quality and authentic source, Panda Oyster Sauce provides them confidence