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Media Bounty partners with Lee Kum Kee sauces to produce ‘Soy Senses’ animations

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By Michael Feeley, Founder and chief exec

October 30, 2018 | 2 min read

Lee Kum Kee, a supplier of Chinese and Asian sauces, has partnered with Media Bounty to develop a series of animations and informative content as the second phase of its ‘Awaken Your Soy Senses’ campaign.

The animations were inspired by research in 2017 which found that despite 62% of Brits owning a bottle of soy sauce at home more than 50% of people couldn’t tell the difference between Dark and Light Soy Sauce. With an extensive range of soy sauces, Lee Kum Kee saw this as an opportunity to educate the consumer on the culinary applications of different types of soy sauce.

To support this campaign, Media Bounty teamed up with animation specialists to develop quirky characters to explain through animation the different qualities of Lee Kum Kee’s soy sauce range and how to get the best results with their Light, dark, sweet, red braising and double deluxe soy sauce products.

Danlin Wang, marketing executive at Lee Kum Kee, said: “Soy Sauce was first created in China over 3,000 years ago. Working with Media Bounty helped us create five lovely videos which are dedicated to showing consumers the ‘life story’ of each our soy sauce products.”

Louise King, head of content at Media Bounty, said: “Working with the team at Lee Kum Kee is always a pleasure. With a rich history and diverse product range, the brand is in the perfect position to educate the consumer on the different types of soy sauce and how to use them. We had a brilliant time creating the characters and we’re so excited to introduce them to the world!”

Media Bounty works with clients including Bodyform, Heinz, and Oxford Street.

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