Work
Lee Kum Kee Chinese and Asian foods – noodles product launch
Generating awareness of a new noodle range from a leading Chinese food brand with DSP and other programmatic advertising campaigns.
Services
The client
Founded in 1888, Lee Kum Kee is a Hong Kong-based producer of Chinese and Asian sauces, seasonings and food products, distributed in more than 100 countries.
In September 2025, Lee Kum Kee launched a new noodle range in the UK, entering a highly competitive FMCG category where purchase decisions are often influenced long before shoppers reach the shelf.
The objectives were clear:
- Build large-scale awareness of the new product amongst relevant audiences
- Drive qualified traffic to a central campaign landing page
- Support wider retail activity across Amazon and major supermarkets
As this was a launch-focused, upper-funnel campaign, success metrics were defined as impressions, click-through rate (CTR) and clicks to site.
The challenge
Launching a new FMCG product presents a unique set of challenges, particularly in a mature category, with intense competition and where established brands already command consumer attention.
The campaign followed a phased creative rollout, with video assets introduced later in the flight. This required the media strategy to remain agile, adapting as new formats became available and performance insights emerged.
Rather than relying on retail data signals, Fluid Marketplaces built an audience-first optimisation framework designed to identify and scale high-performing audiences in real time, delivering continuous performance improvements throughout the campaign.
Fluid Marketplaces' strategy
Fluid Marketplaces designed a campaign to test Amazon DSP as a full-funnel growth driver, with success defined by:
- Reaching new audiences at meaningful scale
- Converting first-time shoppers into customers
- Demonstrating that upper-funnel media could contribute directly to retail outcomes
Crucially, DSP needed to work alongside existing Amazon advertising activity, not compete with it.
A deliberate full-funnel retail media approach was deployed inside and outside of Amazon’s ecosystem:
- Upper funnel: Premium video placements across non-search environments such as Prime Video and Twitch to build awareness and consideration among new households and audiences unknown to the brand
- Mid funnel: High-impact video and display placements across Amazon-owned properties and premium off-Amazon environments, using behavioural and lifestyle signals to convert consideration into measurable intent
- Lower funnel: High-intent retail placements within Amazon’s shopping environment, converting brand familiarity into new and repeat sales
Rather than treating DSP as a standalone awareness channel, the strategy focused on connecting exposure to measurable commercial outcomes.
Audience activation was built around three core shopper groups:
- Gaming households
- Families with children
- General home and lifestyle shoppers
This ensured broad reach without sacrificing relevance.
Execution
The Amazon DSP campaign activity ran across premium Amazon-owned platforms (Prime Video, Fire TV and Amazon Display Network e.g. Amazon mobile apps).and off-Amazon platforms (PubMatic, OpenX and Sharethrough), including video-led formats designed to capture attention earlier in the customer journey.
Creative and audience activation were continuously optimised to:
- Build large, qualified retargeting pools
- Shift budget toward audiences demonstrating downstream conversion behaviour
- Maintain efficiency during peak competition
The result was a video-first Amazon DSP campaign that behaved more like a performance channel than traditional brand media.
The results
The campaign demonstrated that Amazon DSP can deliver incremental growth, not simply reallocate demand already captured by Amazon advertising.
Incrementality was assessed by examining whether Amazon DSP enabled reach and conversions from placements, inventory, and shopper touchpoints unavailable to search-led advertising.
- Amazon DSP unlocked access to non-search and upper-funnel inventory, reaching shoppers before they entered active search.
- icon was able to influence consideration earlier in the journey, rather than competing solely at the point of intent.
- Amazon DSP activity extended reach beyond existing Amazon advertising audiences and supported net-new customer acquisition.
Our work
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