The Background / Challenge

With a rich history spanning over a hundred years, Lee Kum Kee has established itself as a household name in the food industry. Lee Kum Kee seeks to reinvigorate the brand through this project, modernizing and revitalizing it to connect with Millennials and Gen Z, making it more engaging and appealing to these generations.

Objective

• Brand Modernization: To modernize the brand to appeal to Millennials and Gen Z, making it more engaging and attractive to these demographics.
• Long-term Brand Loyalty: To build lasting connections with younger consumers by engaging them with simple recipes and interactive challenges that ensure the Lee Kum Kee brand remains prominent in their awareness.
• User-Friendly Mobile Experience: Develop and launch a mobile application by 2024 featuring an intuitive interface that allows users to easily explore recipes, cooking tips, and product information, thereby enriching their cooking experience in a fun way.

Challenges

Since Lee Kum Kee is a brand that is largely connected to housewives and the older generation, it might find it difficult to reinvent itself as appealing to Gen Z and Millennials, who would consider it out of date or less compatible with their way of life.

Younger consumers prioritize convenience and quick meal solutions, frequently choosing fast food or ready-to-eat meals over traditional cooking. They could also lack confidence in the kitchen or cooking skills. This project should provide them with educational content that enable them to cook, making it a fun and approachable activity. Further, to satisfy these changing needs, Lee Kum Kee must modify its recipes.

The Strategy

FunCook快趣煮 - New Mobile App Development

By the collaborative effort between Prizm’s team and Lee Kum Kee, the central campaign concept aims to communicate that with FunCook, new mobile App of Lee Kum Kee, cooking can be easy and fun for everyone.

The core strategy of App Development emphasizes making cooking both accessible and enjoyable. The campaign concept highlights the fun and simplicity of meal preparation. The creative rationale addresses common cooking concerns, while the technology utilized features AI for ingredient recognition and gamification elements to effectively engage users.

The Execution

Range from Project planning, UXUI Design, Mobile App Development, CRM System Integration and Data Analysis

To tackle the cooking-related concerns of the target audience, Prizm has implemented various features designed to enhance the user experience with FunCook.

AI Camera Recipe Finder

The app includes an AI camera that identifies available ingredients and suggests relevant recipes through advanced search functionality.

Shake for New Cooking Ideas

A shake-to-suggest feature provides three random recipe ideas to streamline meal planning.

Advanced Recipe Search

The app features advanced search options based on ingredient, cooking time, difficulty, and cuisine type, allowing users to find preferred recipes easily. It also includes detailed instructions and a cooking timer for assistance throughout the cooking process.

Three Languages of Recipes Available

Understanding that many households have helpers in the kitchen, the app supports multiple languages, including English, Chinese, and Indonesian, making it accessible for everyone.

Mission and Rewards to foster loyalty

By fostering a vibrant digital ecosystem, Lee Kum Kee aims to build lasting customer relationships rather than relying solely on transient marketing campaigns. Regular use of FunCook is encouraged through a mission and rewards system, which includes daily check-ins and engaging challenges.

This approach fosters habit formation and enables users to log and share their culinary accomplishments, thereby enhancing their cooking experience and sense of achievement.

The Sparkling Spots

Comprehensive involvement from Prizm

• The holistic, all-in-one solution contributed by Prizm guarantees that every aspect of the project aligns with the overarching vision, ultimately enhancing user experience and engagement

Holistic Digital Transformation & User-Centric App Design

• By combining cutting-edge technology with user-centric design, the "FunCook" mobile app not only enhances the cooking experience but also fosters deeper connections between the brand and its customers
• Features like the AI Camera Recipe Finder and shake-to-suggest option offer a fun and user-friendly way to discover new recipes

Data analysis

• AI-Driven Text Mining
  • Analyzes recipe data to identify user preferences for recipes and ingredients
  • Utilizes first-party data alongside text mining techniques
• Data Clustering
  • Groups similar user preferences
  • Generates visual representations (e.g., word clouds) to highlight popular trends and keywords
• Insights from Unstructured Data
  • Identifies commonly searched terms to understand user interests
  • Informs future recipe development and targeted product promotions
• Personalized Cooking Experience
  • Enhances the app's ability to cater to user needs and preferences
  • Leads to a more tailored and engaging cooking experience for users