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Step into Lee Kum Kee’s Chinese New Year Wonderland

Introducing Lee Kum Kee’s Wonderland.

A beautifully crafted, authentically created, distinctively Lee Kum Kee celebration of Chinese New Year. Brought to life across VOD, digital and social.


Media Bounty were responsible for creative ideation and concepting, creative development, production in partnership with Heehaw, on-set shoot management, and media planning.

The Brief

We were tasked with telling the story of the Year of the Rabbit. Creating a platform to inspire people to view Chinese cookery through fresh eyes, and discover something new in the kitchen.


The Rabbit is the zodiac symbol represented by energy, lightness, purity and kindness. This spirit needed to shine through the work above all else.

The Work

Quick-witted and energetic, the Rabbit loves to try new things and embrace life’s surprises. This inspired our Wonderland approach.

We follow our star as she literally falls down the rabbit hole, going on a journey spanning hundreds of years of culinary history… all in one meal. Seamlessly being transported from live action, through six multidimensional animated worlds, and back again. All fuelled by dishes including proper char siu pork and Sichuan dumplings dipped in Chiu Chow Chilli Oil. 

The crafted, mixed media approach perfectly reflects the brand’s ethos of mixing the modern with the traditional. From time-honoured Chinese art, to surreal flying prawns, to futuristic neon-buzzed cityscapes.

Appetite appeal, branding and product weren’t just a last minute add in. Each is integral to the work and the art, with every element reflecting the trip of flavour Chinese food takes you on.

And as always, authenticity was a non-negotiable. We worked with the client and our production partners to pick the right colour schemes, dishes, and Year of the Rabbit cultural cues. All making sure that this was a depiction of Chinese New Year how it’s really celebrated. Not just a best guess for a western audience.

The Results

Across ITV VOD, we used a food and cooking programme-based targeting approach to ensure ads were seen by people who love food, while watching programmes about food. This enabled us to drive strong coverage in high quality, premium, non-skippable environments.

The overall campaign objective was to boost brand awareness. On related metrics, the work overdelivered.