Chinese sauce and condiment brand, Lee Kum Kee, has announced a brand partnership with 2023 MasterChef finalist and celebrity chef, Declan Cleary. The partnership was launched via SHAPER, the PR and social arm of Clemenger BBDO, at an event held at Bondi Beach. Cleary and his team served free egg, bacon and crispy hash brown bao buns with Lee Kum Kee’s Char Siu sauce, attracting coverage from lifestyle media outlets including Broadsheet Sydney.

"What better way to blend Chinese cuisine and quintessential Australian culture than a celebrity chef with a broad Aussie accent cooking bacon and eggs with a Chinese twist on Bondi Beach," said Wilson Lam, Lee Kum Kee Regional Business Manager.

Caroline Roe, Clemenger BBDO Head of PR, echoed Lam's sentiment, "An early morning ocean swim followed by an egg and bacon breakfast roll feels so aspirational and Australian in my eyes. Throw in Bondi and it’s iconic. Wrap it in a bao bun and it’s delicious. Make it free, and hopefully, your weekend is off to a pretty good start! We loved bringing this experience to life."

The event also marked the initiation of a social and PR-led campaign introducing Cleary as the face of the Lee Kum Kee brand for 2024. Content captured at the event will be used for a hero film and other assets to drive brand awareness online.

"It was a buzz to share my take on a bacon and eggs with Lee Kum Kee’s Char Siu sauce for my launch campaign as the face of the brand. I love combining Chinese and Australian cuisine, so I’m excited to see what else we cook up as we bring more Lee Kum Kee flavours to Aussie tastebuds," said Cleary.