Case Study: Lee Kum Kee - Oyster Sauce

Brief.

Lee Kum Kee are a 130-year old company and that are known to be the original creators of Oyster Sauce. The sauce packs an umami punch - being found in domestic and commercial kitchens the world over; used in dishes from egg fried rice, to meatballs and beyond.

Wanting to celebrate and communicate the many uses of Oyster Sauce in Western and non-western cooking - they reached out to previous collaborator and production company HeeHaw to produce taste test content for four key regions; UK, DE, and NL.

Having teamed up with Lee Kum Kee and HeeHaw for a collection of previous campaigns, they approached me to capture food photography to be shot alongside their video campaign; with the usage to be split between their digital touchpoints, POS, online recipes, and outputs edited into designed product cards.

Approach.

To kick the campaign off, I collaborated with the agency production team, and film Director to produce a cohesive style across the video and food photography - working from the clients brief to produce a food photography brief treatment.

Having worked with the client over 5 other projects and seeing what works best for them, I split the finished brief treatment into two types of output; traditional ‘food photography heroes’, and ‘integrated heroes’ showing the product in context to the dish - as a companion to being able to produce the recipe.

Shot within a location kitchen in Shoreditch, I worked with food stylist Jennifer Joyce and the Art Director to create six distinct scenes. This was captured from our shooting format - giving the client a wide selection of food photography to choose from on their contact sheet.

Now retouched and delivered, it’s great to see their food photography live and doing so well.