Case Study: Lee Kum Kee
Brief.
Stocked in pantries and holding their place on dining tables worldwide, Lee Kum Kee (LKK) are a Hong Kong based food brand that specialise in producing their range of iconic Chinese & Asian sauces.
With a 130-year strong standing, LKK are the original creators of the umami-rich Oyster Sauce, created by Mr. Lee Kum. In 2023 - their range now broadened to over 60 sauces.
With Creative Agency Media Bounty handling the account, and Production Company HeeHaw taking the reigns on the Television Commercial (TVC) for LKK’s ‘Soy-per Heroes’ campaign - I was approached to capture food photography of their seven European ranges over three days.
The food photography content was to be used on the LKK website, across their digital touchpoints, for paid social, and D/OOH across Europe.
Approach.
Collaborating with the agency, production team, and Director - we created a cohesive style across the TVC and food photography - briefing alongside the Art Director to produce a vision for us to shoot from; including prop house visits to select our tableware and backgrounds.
I split the finished brief treatment was split into three types of output; a traditional ‘food photography heroes’, an ‘integrated hero’ showing the product in context to the dish, and a ‘product hero’, with the products taking center stage like more traditional product photography.
Captured at a location house, I worked with food stylist Jennifer Joyce and the Art Director to create four distinct scenes - sticking to our shooting format, to produce a collection of food photography content for the client to select, and to be later retouched.
From a successful first shoot, we’ve also completed another food photography shoot, ahead of their Chinese New Year 2023 campaign (also seen in the gallery here).