Lee Kum Kee wanted to turn up the heat on their Gen Z brand awareness. Our solution? A sizzling collab with rising star ericdoa on Twitch, where he’d create his next 15-track album live, making their sriracha the hottest thing in livestreaming.
Before we turned up the heat with ericdoa, we laid the groundwork with “Your Main Squeeze.” Our award-winning campaign positioned Lee Kum Kee’s sriracha as a lifestyle essential, blending street-style merch with hot social content. This set the stage for our next flavor burst — proving that this legendary brand could stay fresh in modern culture.
How do you make a 135-year-old sauce brand relevant to a generation that lives online? By meeting them where they are — on Twitch, with an artist they love.
We cooked up a two-week, 24/7 “Locked In” livestream with ericdoa composing his entire album in real time. This gave fans unprecedented access to the rapper’s creative process while organically integrating Lee Kum Kee products into the studio atmosphere.
Key ingredients:
On Instagram, we brought the heat with 263K impressions on the launch post, plus collab videos with:
Our partnership didn’t just sizzle — it scorched the competition. We placed the stream among the top 25 on Twitch, with peak concurrent viewership soaring over 11,000.
The “Locked In” event also generated a feast of short-form content for Lee Kum Kee’s social media channels, making the brand irresistibly cool to young viewers.
This campaign wasn’t just about boosting sales — it was about positioning Lee Kum Kee as the go-to condiment for a new generation.
By aligning with ericdoa and a roster of Gen Z icons, we transformed sriracha from a simple hot sauce into a badge of cultural relevance.
The Lee Kum Kee x ericdoa partnership proved that with the right recipe, even the most traditional brands can become a key ingredient in youth culture.
