Lee Kum Kee's saucy activation at Bondi Beach via Clemenger BBDO

By AdNews | 19 March 2024

It was a tasty takeover of Bondi Beach when authentic Chinese sauce and condiment brand Lee Kum Kee launched a brand partnership with 2023 MasterChef finalist and celebrity chef Declan Cleary, via SHAPER, the PR and social arm of Clemenger BBDO.

The activation last weekend kicked off a social and PR-led campaign that introduces Cleary as the face of the Lee Kum Kee brand for 2024.

The newly minted ambassador and his team served up a sell out of free egg, bacon and crispy hashbrown bao buns, doused in Lee Kum Kee’s Char Siu sauce from a food truck outside North Bondi Surf Life Saving Club at the event.

A hero film and other assets created by the SHAPER team at Clemenger BBDO from content captured at the event for social channels will be leveraged for the campaign to drive brand awareness online.

Lee Kum Kee regional business manager Wilson Lam said what better way to blend Chinese cuisine and quintessential Australian culture.

"Than a celebrity chef with a broad Australian accent cooking bacon and eggs with a Chinese twist on Bondi Beach," said Lam.

Clemenger BBDO head of PR Caroline Roe said an early morning ocean swim followed by an egg and bacon breakfast roll feels so aspirational and Australian in her eyes.

"Throw in Bondi and it’s iconic. Wrap it in a bao bun and it’s delicious. Make it free, and hopefully, your weekend is off to a pretty good start! We loved bringing this experience to life," said Roe.

Cleary said it was a buzz to share his take on a bacon and eggs with Lee Kum Kee’s Char Siu sauce for his launch campaign as the face of the brand.

"I love combining Chinese and Australian cuisine, so I’m excited to see what else we cook up as we bring more Lee Kum Kee flavours to Aussie tastebuds," said Cleary.





Lee Kum Kee

Wilson Lam, Regional Business Development Manager

Lydia Lam, Assistant Marketing Manager



Clemenger BBDO Caroline Roe, Head of PR

Stephanie Punchard, PR Business Manager

Grace Lavendar, Social Media Content Manager


August Media x Soho Creative

August Media – Augustin Chauvet – DOP / Director @augustmedia.au

Soho Creative – Joseph Plumb – DOP / Direcor @soho.cr


Images by Stelios Stylianou @_stelios_stylianou_

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