Clemenger Group’s Porter Novelli and Chemistry Set have partnered to launch the brand collaboration between Lee Kum Kee and Gelato Messina with two limited-edition gelato flavours to mark Chinese New Year.
The collaboration brings attention to the versatility of Lee Kum Kee’s renowned Asian sauces in a sweet, innovative format.
Following months of development and taste testing, Gelato Messina has crafted two unique, Asian-inspired flavours that push the boundaries of traditional gelato: Caramel & Soy Sauce gelato with Premium Soy Sauce brownies and coconut & Kaffir Lime gelato with peanut topping and Chiu Chow Chili Oil peanut crisps.
“It’s not every day you find soy sauce in your dessert – but trust us, it works. This collaboration is proof that with the right storytelling (and in this instance, a bit of culinary courage to equal parts brand bravery), you can show up in places consumers least expect – and love every bite of it,” said Victoria Fruean, general manager – Sydney Lead, Porter Novelli.
Rhian Mason, head of cultural design, Clemenger BBDO, said: “We’re excited to bring this unexpected idea to life, creating a collaboration that drives fame in culture for Lee Kum Kee.”
Gelato Messina has crafted two unique, Asian-inspired flavours that push the boundaries of traditional gelato.
Gary Hui, business development director – Oceania, APAC at Lee Kum Kee, said: “We are delighted to bring the unique flavour profile of our iconic sauces to Australians in a surprising, yet delicious, way. Apart from daily applications of our sauces on their meals, we wanted to stretch the possibilities and show just how versatile our flavours can be.”
Donato Toce, head creative chef and co-owner of Gelato Messina, said: “Nearly every Australian family will have a bottle of Lee Kum Kee Premium Soy Sauce in their pantry, so we wanted to play with it and stretch its capabilities. This flavour is about showing Aussies that soy sauce can be the star of any meal, be it entrée, main or dessert.”
Consumers can try the new flavours at a one-day-only pop-up activation in either Sydney, Melbourne or Brisbane on Saturday 15 February, 11:30AM – 2:30PM at:
Event Details
• Sydney – Queen Victoria Building Forecourt
• Melbourne – Bourke Street Mall
• Brisbane – Fish Lane, South Brisbane
This collaboration is proof that with the right storytelling (and in this instance, a bit of culinary courage to equal parts brand bravery), you can show up in places consumers least expect – and love every bite of it,” said Victoria Fruean, general manager – Sydney Lead, Porter Novelli.