CHUI CHOW CHILLI OIL - Chow anyhow
Lee Kum Kee’s Chiu Chow Chilli Oil is a favourite in the UK but its ties to traditional Chinese cuisine have limited its use to specific dishes.
Our task was to change all that and get Gen Z to rethink Chiu Chow Chilli Oil as a bold, everyday condiment that can spice up their breakfast, lunch and dinner. and snacks.
So we demonstrated how chilli oil belongs on any chow, any how because you can Chiu Chow Chilli Any Chow. Get your tongue around that!
Through a vibrant ATL campaign spanning OOH, digital, radio, VOD, London buses, and a takeover at Outernet Tottenham Court Road, we encouraged the audience to put chilli oil on pretty much everything.
Supported by mouthwatering editorial photography and a Halloween activation featuring chilli doughnuts, the campaign showcased unexpected pairings and surprising versatility. The fried egg bagel was a particular crowd favourite.
Results
+75%
Brand awareness
+50%
Uplift in sales consideration
+19%
Uplift in purchase intent