Overview
A high-impact, stadium-scale activation combining visibility, product trial, and real food experiences, aligned with Lee Kum Kee’s positioning as a trusted, everyday Asian sauce brand for mainstream consumers.
AFL Game-Day Experience
Lee Kum Kee
Audience
Gen Z
Young professionals
Families
Event Visitors
50K+
Product Sachets Distributed
6,000+
OOH Impressions
40K+
Online Reach
411,163
Online Reach
411,163
OOH Impressions
40K+
Product Sachets Distributed
6,000+
Event Visitors
50K+
Activation
Project Background
To break into the Australian mainstream market, Lee Kum Kee partnered with the Geelong Cats to launch its first major stadium activation to drive drive brand recognition among local families and sports lovers through high-impact visibility and fun, personal interactions.
Highlights
Delivered full-stadium visibility via LED perimeter banners and big screen content
Leveraged the panda mascot to create high-impact, interactive brand touchpoints across the venue
Operated an on-site food truck serving dishes such as dumplings made with Lee Kum Kee sauces, reinforcing product usage in real consumption scenarios
Increased engagement through a scratch card mechanic, encouraging active participation on-site
Reached a diverse, family-oriented AFL audience aligned with Lee Kum Kee’s mainstream expansion strategy
