Established relationships with leading TV production companies

BROADCASTING CONTRACT

ADVERTISING FUNDED PROGRAMMING

Background

Lee Kum Kee is a well-known Hong Kong-based company specialising in manufacturing and distributing a variety of Chinese and Asian sauces and condiments. Lee Kum Kee was keen to grow its brand awareness in the UK through that would engage with audiences beyond traditional advertising.

Challenges

Critical to the success of the project was for Lee Kum Kee to work with a globally trusted entertainment platform. It was also important to ensure a fair and equitable contract was negotiated for our talent within the

overall budget and deliver the highest quality programming possible for the brand within the broadcasting regulatory frameworks.   

Strategy Development

Identifying a partner with strong experience in linear TV production and links into a globally trusted entertainment platform was a critical first step. Through Ever Forwards production partner contacts, it was possible to partner with a production company that had strong experience of working with ITV, meeting the brand requirements of broadcasting on a trusted entertainment platform.

International distribution rights were critical to ensure a global reach and distribution was agreed in seven countries across Europe and Australasia, maximising exposure for the brand and talent.

Securing a Saturday morning programming slot on ITV ensured that the brand's target audience of dedicated foodies could be reached, with 26% of adults watching the time slot, 30% seeing the programme at least once and 50% cooking meals from scratch. 

Results

First airing in summer 2022, Jeremy Pang’s Asian Kitchen TV series ran for 10 weeks on ITV Saturday morning schedule, sponsored by Lee Kum Kee. Each episode averaged live audience views of 600K, peak consumer reach of 700K and 12% share of all TV watched during the Saturday morning time slot.

Through a wider social media campaign running throughout the series, a further 11M consumers were reached across all social media channels and 6M+ consumers engaged via the online and offline PR campaign.

The series drove a significant increase in all areas of consumer awareness for the brand and led to the activation of new retail and commercial opportunities with a leading UK supermarket.

Other Case Studies