Strategy That Stirred Emotion
The campaign was rooted in a key insight. Home cooks want confidence in their choices. They look for products that deliver consistent flavour and bring a sense of pride to the dining table. We leaned into this with real stories, familiar cues, and content that celebrated First Draw not just as a product, but as a trusted companion in the kitchen.
Radio jingles, influencer advocacy, recipe inspiration and on-ground sampling all came together to reinforce one message. First Draw Soy Sauce delivers a flavour that feels familiar from the very first taste.
In the competitive condiments market, where heritage and taste play pivotal roles, it is not enough for a brand to simply introduce a new product, it must create an unforgettable impression that turns first encounters into lasting loyalty.
From Everyday Familiarity to First-Time Fame
Known for its oyster sauce, Lee Kum Kee set out to strengthen its leadership across the broader condiments category. Lee Kum Kee (LKK) First Draw Soy Sauce was introduced as a premium offering that could elevate everyday cooking with depth, flavour and tradition.
Backed by consumer insights from 4Sights Intel, the campaign was designed to move consumers from curiosity to trial. From emotive storytelling and creative media kits to inspiring content across social platforms, every touchpoint was crafted to feel authentic, relatable and memorable.
By blending authentic stories with relatable usage moments, the campaign encouraged both trial and ongoing conversations around the brand.
Discover how Mashwire helped Lee Kum Kee create memorable festive moments—explore the full case study here: The Best Feasts Are Made Together.
Results That Poured In
From high engagement rates to voluntary creator content, the campaign resonated with audiences across platforms. Repeat exposure, positive sentiment and uplift in product trials demonstrated that when combining insight with emotional storytelling, it creates more than just awareness. It creates a lasting consumer preference.
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Finally, to sustain engagement and close the loop, recipe-driven content and advocacy stories highlighted not only how to use First Draw, but also how its superior flavour endures across dishes and occasions. By reinforcing both versatility and credibility, the campaign encouraged repeat usage and long-term loyalty.
October 2025
