Overview
A strategic Chinese New Year collaboration that transformed Lee Kum Kee from a cooking ingredient into a ready-to-enjoy festive product through co-branding, content, and integrated amplification.
CNY Turnip Cake Giftset
Lee Kum Kee x Breadtop
Audience
Asian consumers celebrating Chinese New Year
Breadtop’s existing customer base (mainstream and Asian shoppers)
Families purchasing festive and ready-to-eat products
Food-driven consumers seeking seasonal offerings
Impressions
480K+
Pageviews
104K+
Engagements
4,600+
Influencers Participated
40
Influencers Participated
40
Engagements
4,600+
Pageviews
104K+
Impressions
480K+
Brand Crossover
Project Background
Lee Kum Kee partnered with Breadtop during Chinese New Year to launch a limited-edition XO Sauce Radish Cake, combining traditional festive flavours with a modern retail format. From concept to execution, OmniReach managed the end-to-end process — including product development, content creation, influencer engagement and PR — bringing the collaboration to market effectively.
Highlights
Managed partnership coordination with Breadtop to deliver the collaboration
Led recipe development to create a market-ready XO Sauce Radish Cake
Produced campaign assets including photography and video content
Activated influencer campaigns to amplify product awareness
Secured Australian media PR to extend campaign reach
Delivered full end-to-end execution from concept to launch
