Lee Kum Kee launches advertising campaign in Germany
Presence on the German market to be significantly expanded
Presence in the German market to be significantly expanded Lee Kum Kee, the well-known brand for Asian sauces and seasonings, has launched a multi-channel advertising campaign highlighting the versatility of its popular Chiu Chow chili Oil.
The six-week campaign aims to inspire consumers to use chili oil not only in Asian dishes, but also in everyday cooking. Global consumer trends already show that more and more foodies are turning to chili sauces and oils and experimenting with chili in their everyday recipes. According to global market research, the market for chili oil will reach USD 3.1 billion by 2027, growing at an annual rate of 5.7% until 2027.
Chili oil arrives in Western cuisine
Lee Kum Kee's Chiu Chow Chili Oil is a hot, aromatic chili oil made from a perfectly balanced blend of the finest chilies, garlic and spices. With creative recipe ideas, Lee Kum Kee wants to motivate amateur chefs to prepare their favorite dishes with chili oil outside of their comfort zone. The manufacturer wants to push the boundaries of traditional cooking by highlighting the product's many layers of flavor and unlimited culinary possibilities.
"Chiu Chow Chili Oil is already popular with so many people in Europe, yet many people associate it exclusively with Asian cuisine," said Vagisha Mishra, Head of Brand and Digital at Lee Kum Kee (Europe) Limited. "With this campaign, we want to show that our chili oil also goes perfectly with Western classics such as sausages, mashed potatoes, salmon, fried eggs or even ice cream. We hope that people will accept some spiciness in Western cuisine by adding a dash or two of Chiu Chow chili oil to their daily meals."
The ATL campaign, which runs until December 29, uses a combination of out-of-home advertising, YouTube, on-demand platforms, digital signage and radio. To appeal to young adults and Generation Z in particular, the motifs and commercials are designed to be lively and entertaining and focus on everyday recipes for breakfast, lunch, dinner and snacks - all of which can be enhanced with Lee Kum Kee's Chiu Chow Chili Oil.
Potential for Asian seasonings on the German market
Lee Kum Kee's aim is to take a leading position in the soy sauce and chili sauce categories in order to establish the brand as a synonym for high-quality Asian seasonings among German consumers.
"We have been active in Germany for over 15 years. During this time, we have continuously expanded our listings for key products such as soy sauce, oyster sauce and a variety of cooking sauces and can now be found in most Edeka and Rewe stores in Germany. Chiu Chow chili oil only has a small presence on the German market so far, which we want to expand significantly in the next 1 to 2 years," says Vagisha Mishra.
"In the UK, the product is already popular and can be found in all major retail outlets in the country. We are therefore firmly convinced that it has similar potential in the German market and want to bring it to the same level of popularity as in the UK."
Lee Kum Kee brand products are currently available in Germany in selected Edeka, Rewe and Markant stores, as well as in Asian markets and on Amazon.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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