Souped Up for Delicious Speed

Condiments giant Lee Kum Kee commissioned Chill to come up with a comprehensive print and digital advertising campaign for its new packet soup series. During a brainstorming session, we began to mimic the sound of slurping soup, which is often a sign of satisfaction in Asian dining. We quickly realised that the slurping itself sounded a little like the word “soup.” Therefore, “Soup一聲”, loosely translated as “the sound of speed,” became the campaign’s definitive slogan. It worked beautifully because in casual Cantonese, making the sound “soup” actually expresses the idea of speed! The bilingual slogan became an elegant reflection of both the product itself and its core quality of convenience.