Lee Kum Kee’s sriracha captured the hearts of heat-seeking foodies. Now, they were ready to sweeten the relationship with a new addition to the family — Honey Sriracha. We helped this iconic brand turn their spicy love story into a hot new romance.
After successfully positioning Lee Kum Kee’s sriracha as a lifestyle essential with “Your Main Squeeze,” we faced a new challenge: How do you introduce a new product while keeping the edge that won over culinary trendsetters? And how do you tell this story while staying true to the love-focused narrative that made the original campaign sizzle?
We crafted a multi-sensory strategy that would ignite passion for this sweet-meets-heat innovation. First, we expanded the campaign’s visual language with a bold magenta color palette drawn from the product label, creating an instant visual distinction while maintaining brand family recognition.
Our messaging evolved the romance narrative with the playful “Bee Spicy” tagline, incorporating honey’s natural connection to create an instantly memorable hook. Digital touchpoints received a love makeover too — we refreshed srirachalove.com with new product showcases and updated the homepage animation to create impactful first impressions from social and search.
We produced recipe content that educated consumers on the sauce’s versatility, from salmon glazes to tofu stir-fries, positioning it as both accessible and adventure-worthy. Meanwhile, strategic grocery media placements in Los Angeles put the product directly in front of shoppers ready to spice up their relationships with something sweet.
Honey Sriracha quickly became a pantry staple for tastemakers and home chefs who had already fallen for Lee Kum Kee’s original sriracha offerings.
Our teaser and launch videos across social and YouTube generated immediate buzz, while influencer partnerships created authentic demonstrations of the product’s culinary potential.
By positioning Honey Sriracha not just as a line extension but as the next chapter in an ongoing love story, we brought the buzz to Lee Kum Kee’s newest condiment — proving that traditional brands can keep consumer relationships fresh and exciting.