Lee Kum Kee, one of the world’s leading condiment brands, always demands bold, creative and disruptive activations to support its brands.

Recently, to give its Chiu Chow Chilli Oil a boost, a campaign was designed to showcase surprising flavour combinations, stepping away from Asian cuisine stereotypes.

To do this justice Kith&Kind took over the entrance to Clapham Junction Railway Station - thanks to the help of our client SpaceandPeople! The activation was planned to coincide with Halloween when travellers and passersby were invited to pick ‘trick’ or ‘treat’ from the specially created Chiu Chow Chilli Oil doughnut van.

Choosing ‘treat’ resulted in a jammy and lightly chilli’d doughnut BUT picking ‘trick’ delivered a delicious but very spicy doughnut where the jam was heavily infused with Chiu Chow Chilli Oil.

As an integrated campaign, local foodie and lifestyle influencers were engaged to create on-the-day content and drive their followers to the van through a simple but effective call-to-action. An international trade and marketing focused PR campaign saw coverage secured in top tier titles in the UK, Germany and the Netherlands.

All 2,000 doughnut samples were distributed in just one day!