Lee Kum Kee was ready to turn their sriracha love story into a nationwide phenomenon. We helped the storied brand expand beyond urban hotspots to bring the heat to every corner of the country.
After “Your Main Squeeze” successfully positioned Lee Kum Kee’s sriracha as a lifestyle essential for urban foodies, we faced a bigger task: How do you scale that cultural cachet across secondary markets without losing your cool?
Coast to coast, block by block, we’d meet mainstream America where they are — on their daily commutes, in their grocery stores, and through the creators they trust. All while keeping the authenticity that made Your Main Squeeze sizzle.
We rolled out an expansive out-of-home campaign across Denver, Dallas, Ft. Worth, Los Angeles, Phoenix, and Sacramento with attention-grabbing billboards and digital displays that made sriracha impossible to ignore. But visibility was just the beginning.
We amplified our reach through strategic music partnerships, cooking up collaborations with rising stars like ericdoa, who created an entire album live on Twitch with sriracha by his side. Then, Lee Kum Kee went on tour, joining Hayd in LA and Alex Porat across North America.
To turn awareness into engagement, we cooked up three distinct giveaway moments: A summer merch drop that had fans flexing their brand loyalty, our music-themed Sriracha Slide promotion that turned up the volume on social, and an instant-win Sriracha Hookup that capitalized on a competitor’s shortage to get Lee Kum Kee into hungry hands.
We also assembled a dream team of culinary creators, from Next Level Chef champions to Hell’s Kitchen stars, who showed their followers how Lee Kum Kee brings the heat to every meal. Each partnership was carefully crafted to showcase the sauce’s versatility while maintaining its street cred.
The campaign didn't just expand our reach — it transformed Lee Kum Kee's market presence:
Creator partnerships produced a feast of authentic content that positioned Lee Kum Kee as the go-to sauce for both traditional dishes and modern cuisine.
By taking Your Main Squeeze nationwide while keeping it authentically Lee Kum Kee, we proved that with the right recipe, you can scale your brand and amplify your flavor.
