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 with paid and organic placements across TikTok, Instagram, Facebook, and YouTube to drive awareness for Walmart.com and LKK.com — ensuring Sriracha Mayo showed up when discovery and decision overlapped.
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, each showcasing a different way to Flex Your Flavor. Home cook Will Coleman squeezed Sriracha Mayo into breakfast, lunch, and dinner. Le Cordon Bleu–trained chef Tricia Wang (@triciaisabirdy) explored higher-end applications in a Twitch livestream, reimagining comfort food with five-star flair. Pro surfer Hunter Jones made it his go-to for beach snacks and peak performance on the waves.
All together, the content provided inspiration and education with proof that bold flavor can be achieved in less time than the video itself. Instead of one-note UGC, the work positioned Sriracha Mayo as a versatile staple that adapts to real life, real skill levels, and real routines.
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 social media strategy ensured visibility at the critical moment of decision, driving consumers to Walmart.com and key retailers. Meanwhile, our integrated digital approach meant consistent messaging followed consumers from their morning scroll to their evening shop.
The result? A bold campaign that solidified Sriracha Mayo’s place as a category leader.
Flex Your Flavor showed up at scale, and performed where it mattered:
