Lee Kum Kee, the largest and best known authentic Chinese sauce brand, has announced it is the main sponsor of ‘Jeremy Pang’s Asian Kitchen’ – a brand-new ITV series that aims to inspire the nation to cook easy Chinese and Asian style dishes at home.
The 10-week campaign is Lee Kum Kee’s largest-ever TV sponsorship deal in the UK and will enable the brand to demonstrate the versatility of its hero products including their Oyster Sauce, Char Siu Sauce, Light and Dark Soy Sauces, Sweet Soy Sauce, and Chiu Chow Chilli Oil.
Sponsoring this mouth-watering primetime ITV series provides the brand with the opportunity to engage with its target audience and fans of Jeremy Pang, inspiring them to cook with its authentic sauces. In addition, the campaign will help drive purchase consideration and sales during the summer period and beyond.
The series, which airs every Saturday at 11:35am on ITV and on catch-up via ITV: hub, follows Jeremy Pang and guest star Joe Swash as they visit British producers and showcase how to use fresh, local ingredients with Lee Kum Kee’s sauces to create delicious meals.
Recipes from the series can be found on Lee Kum Kee’s ‘Jeremy Pang’s Asian Kitchen’ webpage after each episode airs. The first four recipes are already available online for cooks at all levels to try at home.
Maria Chong, Managing Director at Lee Kum Kee said: “We are very excited about our 10-week sponsorship of the show, which aligns well with our own mission to promote quality Chinese & Asian cooking while encouraging all food lovers to get adventurous and creative by experiencing Asian cooking with Jeremy and Lee Kum Kee. With Lee Kum Kee sauces, every meal can be very easily transformed into an enjoyable taste experience.”
Jeremy Pang also commented: “These new recipes featured on the show have been created with love, so I’m excited to bring them to a wider audience, along with my tips on how to create authentic tastes. My Asian cooking ‘must-have’ is definitely the Lee Kum Kee range, which provides unparalleled flavour, quality, and authentic flavours. If you don’t use Lee Kum Kee already, I’d highly recommend giving it a try.”
Lee Kum Kee sauces are available at TESCO, Sainsbury’s, Morrisons, Waitrose, Ocado, Co-op, Amazon, and the online shop www.uk.LKK.com. They are also available for the wider hospitality industry via major national and regional wholesalers.