Case Study: Lee Kum Kee - Tabletop

Brief.

Lee Kum Kee (LKK) are a Hong Kong based food brand that specialise in producing their range of iconic Chinese & Asian sauces.

Established over 130 years ago, LKK are the original inventors of Oyster Sauce, created by Mr. Lee Kum. In 2023 - their UK range now broadened to over 60 sauces, and worldwide, they have over 1,000 lines.

Building off the back of a couple of successful stills campaigns - the team at LKK approached me to art direct and capture commercial food photography of their tabletop range, that contains four core sauces.

The food photography content was to be used on the LKK website, across their digital touchpoints, for paid social, and D/OOH across the UK and Germany.

Approach.

Using the foundation we had laid with previous campaigns, I produced and developed a creative food photography brief that complimented the recipes created by the food stylist. This consisted of 8 recipes, in three core scenes, with each recipe having their own collection of food photography props.

The art direction included neutral plates, and splashes of colour via fabrics and glassware. Wanting a specific look to the surfaces, that would compliment the food, I produced a collection of bespoke backgrounds for the shoot - adding texture with plaster, blotting brushes and rags.

I split the finished brief treatment into two types of output; a traditional ‘food photography heroes’, an ‘integrated hero’ showing the product in context to the dish - as a companion.

Captured at a North London studio, I worked with food stylist Jennifer Joyce to art direct and capture a collection of food photography content for the client to select, and to be later retouched.