Lee Kum Kee Canada
Lee Kum Kee, a world-renowned century-old sauce brand, enjoys strong recognition in Canada’s mainstream market. However, in the Chinese-speaking community, brand perception was fragmented due to the complexity of its product lines. The brand aimed to create a more unified and engaging brand image while enhancing product awareness. We led the full-scope marketing strategy for Lee Kum Kee Canada to drive sustained brand growth and long-term business impact.
Brand's Challenge
The campaign needed to help an established heritage brand modernize its market expression and sharpen its positioning in a fast-evolving landscape:
- Complex product portfolio required unified market messaging
- Consumer perception was fragmented, lacking a clear brand identity
- Content approval processes were highly rigorous, demanding strict compliance
- Needed to balance brand building with practical sales conversion objectives
- Fast-changing market trends required an agile and adaptive approach
Our Solutions
Forward Marketing led a year-round brand marketing program for Lee Kum Kee Canada, with a focus on strategic planning, content excellence, and cross-platform synergy to elevate brand presence and drive market impact.
- Designed an annual brand communication calendar with key campaign milestones
- Operated REDNote and WeChat Official Account, delivering continuous brand storytelling and product education
- Planned and executed online campaigns and PR initiatives to modernize brand perception
- Managed influencer collaborations to generate diverse product usage content and social buzz
- Built an efficient content review process in collaboration with the brand team to ensure compliance
- Monitored market feedback and optimized strategies dynamically to maintain brand vitality