Lee Kum Kee Exclusive Plushie Keychains – Collectible Gifts That Bring Flavour to Life
Adorable Collectibles That Stir Up Consumer Excitement
Client | Lee Kum Kee |
Campaign | Pasta Range Gift With Purchase Campaign |
Market(s) | Singapore |
Merchandise Type | Custom Plushie Keychains (4 Designs) |
DTC World’s Role | Design, Sourcing, Custom Production, Fulfillment |
Campaign Objective
To elevate brand visibility and drive purchase of Lee Kum Kee Kung Fu Pasta range, the brand launched a Gift With Purchase (GWP) campaign across major supermarkets in Singapore.
The goal: to make the pasta lineup more exciting for shoppers through adorable, collectible merchandise that sparks emotional connection and encourages multi-purchase behaviour.
Lee Kum Kee wanted to create an in-store moment that not only rewarded loyal customers but also generated buzz and buys through a tangible, shareable free gift with purchase.
What We Delivered– Cute, Collectible Plushie Keychains Inspired by Ingredients
DTC World developed a custom series of four plushie keychain designs — each representing one of the brand’s key ingredients and flavours:
🦪 Oyster, 🦞 Lobster, 🍅 Tomato, and 🧅 Shallots.
Our design team translated Lee Kum Kee’s signature flavours into adorable character designs that instantly resonated with shoppers.
The plushies were created in a compact, huggable format with keychain attachments, making them perfect for everyday use and collection.
Why It Worked – Impact & Outcomes
The campaign was an instant hit with shoppers.
By pairing a cute, relevant plush character with a simple purchase threshold, Lee Kum Kee successfully boosted supermarket traffic and product off-take.
From a marketing perspective, the plushie keychains achieved exactly what modern GWP campaigns aim for:
✅ Emotional engagement – Cute, character-driven merchandise sparked consumer affection and sharing.
✅ Collectability – The four designs encouraged repeat purchases to “complete the set.”
✅ In-store buzz – Eye-catching displays and word-of-mouth created excitement at the shelf.
✅ Brand recall – Consumers connected the characters directly to Lee Kum Kee’s unique flavour story.
Partnering With DTC World
At DTC World, we help brands like Lee Kum Kee transform ideas into iconic merchandise that drives engagement.
From concept to design, sourcing, and fulfillment, our end-to-end process ensures quality, speed, and brand alignment across every campaign.
Whether it’s a Gift With Purchase, a redemption program, or a loyalty collectible series, we deliver merchandise that’s Not Just Merch — We Make It Move.
Looking for GWP Ideas That Drive Sales?
Let’s create merchandise that works harder for your brand.
Alternatively, you can explore our past Showcase portfolio for more inspiration:
