Lee Kum Kee had a whole portfolio to promote and a crowded market to crack. We built a campaign bold enough to move product off shelves and broad enough to reach everyone hungry for it.
The Flex Your Flavor creative platform was already in market and gaining traction. The challenge was scaling it across distinct products simultaneously: the Sriracha family, Chili Crisp Hot Honey, and Chiu Chow Chili Crisp Oil, each targeting different moments, different shopper mindsets, and different levels of purchase intent.
Our mission: build awareness for new products, accelerate trial, and drive conversion for Chiu Chow Chili Crisp Oil. We set out to do it all while speaking authentically to a highly diverse audience of experienced home cooks — Millennial through Gen Z, Mainstream to Asian American — who already knew their way around a kitchen.
Flex Your Flavor is more than a sharp tagline. It’s an expression of Lee Kum Kee’s POV: Your sauces should enable you to explore with confidence and without complication. Whether someone’s hitting their leftover rice with Chiu Chow Chili Crisp Oil or building a fresh poke bowl with Sriracha, Lee Kum Kee earns its place in your pantry. That idea became the through-line for every asset we made.
We produced a fully integrated campaign built around three hero videos — one per flavor category — running across CTV on Peacock, NBC, and HBO Max, alongside YouTube pre-roll and paid social placements on Instagram, TikTok, and Facebook. Digital ads on iHeartRadio put the brand in ears during commutes and cooking sessions alike. Lifestyle photography anchored the campaign in OOH and digital display, while retail media placements on Walmart and Albertsons connected awareness directly to the aisle.
On the influencer side, we leaned into variety on purpose. A diverse roster of creators — from athletes in trending sports to micro-influencers — each showed how they flex their own flavor, keeping the content feeling fresh rather than formulaic. The Heat Wave Giveaway, a tie-in with pro surfer Koa Rothman, was built around a one-of-one custom surfboard and the full Sriracha lineup — turning a product partnership into a cultural moment. Another giveaway captured thousands of signups as fans entered to win original merch including Flex Your Flavor crew socks and shoe charms commemorating each member of the Sriracha family.
Email newsletters rounded out the owned ecosystem, spotlighting usage occasions and bold, unexpected recipes.
The campaign delivered across the funnel for Lee Kum Kee: 125.6M total integrated impressions, clicks at +172% over target, and 3.56M OOH bonus impressions.
Sequels rarely outperform the original. But the second round of Flex Your Flavor did just that — and stayed under budget.
