Sriracha Mayo is America’s No. 1 flavored mayo. But, in an increasingly competitive category, Lee Kum Kee had to reach a younger, more adventurous audience to stay on top and drive sales. Enter “Flex Your Flavor” — an integrated blitz that made bold flavor feel effortless, accessible, and essential.
After the success of “Your Main Squeeze,” Lee Kum Kee wanted to reignite excitement around Sriracha Mayo. The task was twofold: position Sriracha Mayo as a star product while continuing to lift the full Sriracha lineup.
We needed to reach Gen Z-ers and Millennials that order out as often as they cook at home — adventurous eaters who want authentic flavors, fast. We also had to expand the table — inviting plain mayo buyers to upgrade to something more exciting, growing the audience beyond hot sauce enthusiasts.
The campaign called for a unified voice that connected with audiences, whether discovered through an influencer’s sandwich hack or while rushing through grocery shopping.
We cooked up Flex Your Flavor, a campaign that celebrated Sriracha Mayo as the ultimate life hack for instant flavor elevation.
One squeeze. Five-star eats. Zero culinary skills required. Flex Your Flavor spoke to Gen Z’s desire for a shortcut that doesn’t compromise on quality, taking every meal from basic to bold in seconds.
Our 30-second spot was the anchor that built appetite across platforms, smoothly guiding hungry viewers to retail partners. We amplified the message through strategic placements on Walmart and Albertsons’ retail sites, ensuring shoppers from New York to LA saw our bold creative just as they were ready to buy.
Our omnichannel push made Sriracha Mayo impossible to ignore: lifestyle photography that made the product irresistible, a refreshed Sriracha page that spotlighted the Mayo with clear paths to purchase, and targeted ads across TikTok, Instagram, and Facebook that met our “Mainstream Flavor Explorers” where they scrolled.
We assembled a diverse team of creators — from surfing superstars to Twitch streamers — each demonstrating their own unique way to flex their flavor. Instead of tired UGC, we set the table for authentic lifestyle content, positioning Lee Kum Kee as both accessible and aspirational. Every partnership reinforced the same truth: bold flavor can be achieved in less time than the video itself.
By creating a cohesive brand experience from discovery to purchase, we turned awareness into action. Shoppers who discovered Lee Kum Kee through our campaign weren’t just aware of Sriracha Mayo — they were primed to purchase it.
Our retail media strategy ensured visibility at the critical moment of decision, taking consumers straight from consideration to checkout. Meanwhile, our integrated digital approach meant consistent messaging followed consumers from their morning scroll to their evening shop.