Lee Kum Kee needed to break through in Hong Kong's crowded instant noodle market, where they reigned as a forgotten fifth place. To matter in Hong Kong's food-obsessed culture, they had to disrupt category norms and tap into local expressions of culinary satisfaction. The challenge was to create a campaign that would not only grab attention but also become part of the cultural conversation.

Empty Bowls Lead to Empty Shelves

Famously Effective

If food is truly delicious, it should be enjoyed. Grey flipped the script on "foodporn" by instead of taking pictures of bowls full of food waiting to be eaten, celebrating the empty bowls left behind. We stayed genuine with Hong Kong's explicit expression of culinary delight: swearing. By combining empty bowls with the local phrase "#So F***ing Delicious," we created a cultural phenomenon. It resonated deeply with Hongkongers' passion for food and their colorful way of expressing satisfaction.