Lee Kum Kee debuts ‘Real Deal’ instant noodles with authentic flavours via Grey Hong Kong

Grey Hong Kong has teamed up with Lee Kum Kee to create the brand’s first-ever instant noodle line — a breakthrough into one of Hong Kong’s fastest-growing food categories. Known for iconic sauces and tradition-steeped flavour, Lee Kum Kee entering the noodle aisle is, frankly, a wow moment.

Grey led the process from start to finish, shaping the packaging around real ingredients, real sauces, and a full-meal format. The result? A cup noodle designed to stand out from the category’s usual shortcuts and a campaign that remained genuine at every stage.

Built on the line [有真料], a Cantonese phrase that translates as being the “real deal,” referring to the news of the launch and the real ingredients, the campaign brings journalistic scrutiny to the world of instant noodles. At the centre is a launch film styled like a buzzing newsroom, where reporters dig into the bowl — dissecting every ingredient, questioning every texture, and ultimately savouring every bite of the deliciousness.

“Normally, cup noodles come with promises. This one comes with proof. We knew it had to launch with the same honesty and pride Lee Kum Kee puts into every product. In a world full of shortcuts, this felt like something worth talking about,” said Eric Lin, General Manager, Lee Kum Kee, Hong Kong, Macau and Taiwan.

May Chan, Group Creative Director at Grey Hong Kong, said: “This was more than just a campaign — it was a celebration of innovation. The idea of ‘the real deal’ kept surfacing. Not just in the ingredients but in the way the product demanded to be noticed.

To kick off the launch, Grey turned the city into a giant newspaper. Every OOH execution was styled like a page — full of headlines and hidden copy for those who stopped to read. It wasn’t just advertising; it was a discovery. It was the kind of word-of-mouth campaign that made people lean in, dig deeper, and taste for themselves.

The launch introduces Lee Kum Kee’s Full Meal Bowl Noodles, answering the rising demand in the super-premium instant noodle segment. Packed with real ingredients, top-tier sauces and a non-fried noodle base, it’s a complete meal experience from a brand that continues to lead from the front.

Credits
Agency: Grey Hong Kong
Duffy Lau, Managing Director
Rick Kwan, Executive Creative Director
Ted Tam, Group Account Director
Hin Kwok, Account Executive
May Chan, Group Creative Director
Vivian Cheung, Associate Creative Director
Kawa Wong, Associate Creative Director
Jacinda Mai, Senior Art Director
Xenia Yip, Copywriter
Yolanda Luo, Associate Strategy Director
John Lo, Head of Content Production
Client: Lee Kum Kee (Hong Kong)
Eric Lin, General Manager – Hong Kong, Macau and Taiwan
Kiko Wong, Associate Marketing Director
Wong, Man Mo Mono, Design Manager
Vincent Leung, Marketing Manager – Ready to Eat
Kanas Wong, Assistant Marketing Manager – Ready to Eat