Lee Kum Kee is an international leader in Asian sauces, but is not widely known among mainstream consumers in the U.S. Innerspin Marketing was approached to encourage the trial of the brand’s most accessible products in order to evangelize casual consumers. Nearing 2020’s holiday season, we saw an opportunity with many Americans stuck at home after months of quarantine, and inspired millions of Angelenos to “Break — With Tradition” and spice up their usual recipes.
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