Sydney, February – Clemenger Group’s Porter Novelli and Chemistry Set have teamed up to bring an exciting new collaboration to life for Lee Kum Kee, as the brand partners with Gelato Messina to create two limited-edition gelato flavours in celebration of Chinese New Year.
With Porter Novelli leading creative development and public relations and Chemistry Set driving social amplification, the campaign showcases the unexpected versatility of Lee Kum Kee’s renowned Asian sauces in a sweet, innovative format.
After months of recipe development and taste testing, Gelato Messina has crafted two unique, Asian-inspired flavours that push the boundaries of traditional gelato:
- Caramel & Soy Sauce gelato with Premium Soy Sauce brownies: A rich caramel base infused with Lee Kum Kee’s signature Premium Soy Sauce, featuring indulgent brownie chunks.
- Coconut & Kaffir Lime gelato with peanut topping and Chiu Chow Chili Oil peanut crisps: A refreshing tropical gelato with a spicy crunch, made for those who like to push their flavour boundaries.
- “It’s not every day you find soy sauce in your dessert – but trust us, it works. This collaboration is proof that with the right storytelling (and in this instance, a bit of culinary courage to equal parts brand bravery), you can show up in places consumers least expect – and love every bite of it,” said Victoria Fruean, General Manager – Sydney Lead, Porter Novelli.
- “We’re excited to bring this unexpected idea to life, creating a collaboration that drives fame in culture for Lee Kum Kee,” said Rhian Mason, Head of Cultural Design, Clemenger BBDO. “We are delighted to bring the unique flavour profile of our iconic sauces to Australians in a surprising, yet delicious, way. Apart from daily applications of our sauces on their meals, we wanted to stretch the possibilities and show just how versatile our flavours can be,” said Gary Hui, Business Development Director – Oceania, APAC at Lee Kum Kee.
- “Nearly every Australian family will have a bottle of Lee Kum Kee Premium Soy Sauce in their pantry, so we wanted to play with it and stretch its capabilities. This flavour is about showing Aussies that soy sauce can be the star of any meal, be it entrée, main or dessert,” said Donato Toce, head creative chef and co-owner of Gelato Messina.
- Consumers are invited to try the new flavours at a one-day-only pop-up activation in either Sydney, Melbourne or Brisbane on Saturday 15 February, 11:30AM – 2:30PM at the following venues:
- Event Details
- Sydney – Queen Victoria Building Forecourt
- Melbourne – Bourke Street Mall
- Brisbane – Fish Lane, South Brisbane
