Bringing the flavour to Freshers

Lee Kum Kee

The brief

To promote the Lee Kum Kee offering to students up and down the UK during Freshers season 2023. The focus here was to drive brand awareness of Lee Kum Kee’s wide range of Asian-inspired cooking sauces and drive sales within the student demographic. To further incentivise purchases and future brand loyalty, Lee Kum Kee offered a generous £10 e-voucher for use on the Lee Kum Kee store for all students that signed up at the events.

How we delivered

The Crowd Agency worked closely with Lee Kum Kee to deliver an end-to-end campaign consisting of design, logistics, production, staffing and everything in between. The end result was an eye-catching stand that stood out amongst competitors and drove students in their masses to our team, resulting in queues stretching all the way to the fair entrances.

The stand consisted of large colourful backdrops and plinths housing some of the key hero products from the Lee Kum Kee range. Alongside this we displayed various recipes to help inspire students to cook up some tasty dishes for their housemates. To claim their £10 e-voucher, students simply filled out a survey via a QR code on their phones. The survey not only delivered valuable insights to student buying behaviour, but also encouraged students to opt-in to the Lee Kum Kee newsletter. The data collection element was handled entirely by the Crowd Agency.

Alongside the in-person events, we also ran a digital campaign consisting of e-newsletters and solus emails across various Student Union channels to reach additional students that we may have missed during the Freshers events. This acted as an excellent secondary touchpoint to re-engage with students and keep the Lee Kum Kee brand fresh in students minds, as well as garnering several thousand more voucher redemptions and mailing list opt-ins.