Century-old brand Lee Kum Kee started in South China with oyster sauce and is now the leading quality brand for Chinese authentic sauce, sold in over a hundred countries. We developed the brand’s annual marketing campaign with an approach of bridging traditional and new cuisine. Our scope of work included creative concept, campaign logo, key visuals, promotional materials and collaterals design as well as campaign design guidelines. Our work included event concept, planning and management for a “Lee Kum Kee Mobile Kitchen” road show touring in China’s first-tier cities – trucks converted into fully-functioning kitchens.