Overview
A retail-driven activation that converted product trial into immediate in-store purchase across Melbourne’s Asian supermarkets.
HongKong Hawker Food Festival
Lee Kum Kee
Audience
Asian communities in Australia
In-store supermarket shoppers (family-oriented, food-driven consumers)
Biggest Asian Groceries
3
Serves Samples Distribute
6,400+
Participants Engaged
24K+
Online Reach
24K+
Online Reach
24K+
Participants Engaged
24K+
Serves Samples Distribute
6,400+
Biggest Asian Groceries
3
Activation
Project Background
To strengthen brand relevance among local Chinese communities, Lee Kum Kee partnered with three leading Asian supermarkets across Melbourne to launch the “Hong Kong Hawker Food Festival.” The campaign combined authentic food experiences with in-store retail integration — driving product trial, demonstrating real usage, and encouraging immediate purchase.
Highlights
At Hong Kong Supermarket in Clayton, the activation attracted strong foot traffic, leveraging the store’s popularity among Melbourne’s Asian shoppers and driving in-store engagement
At Maika Asian Supermarket in Chadstone, MasterChef Mimi Wong delivered a live cooking demo using Lee Kum Kee sauces — drawing crowds, showcasing real usage, and inspiring purchase for home cooking
At Foodle Asian Grocery + Kitchen in Highpoint, shoppers were able to purchase freshly made Hong Kong-style dishes (e.g. fried rice cooked with Lee Kum Kee sauces), directly linking product experience to real consumption occasions
Across all locations, the Panda mascot engaged families and created shareable photo moments, while in-store displays, product placement and promotions strengthened visibility and supported purchase decisions at shelf
