Building on the success of Your Main Squeeze, I developed the messaging strategy for Lee Kum Kee's Honey Sriracha launch — evolving their spicy love story into a sweet-meets-heat romance.

I created the "Bee Spicy" tagline that used honey's natural connection to build an instantly memorable hook, while crafting copy that positioned the new product as the next chapter in an ongoing brand narrative and a distinct culinary adventure.

I wrote web copy for the refreshed srirachalove.com, including new product showcases and updated homepage content that created bold first impressions from social and search traffic. Recipe content and product descriptions showcased Honey Sriracha's versatility — accessible for home cooks yet adventurous enough for culinary trendsetters. I also developed social media copy that generated authentic product demonstrations and sustained buzz throughout the launch.

By crafting messaging that framed Honey Sriracha as the natural evolution of Lee Kum Kee's love story rather than just another line extension, I helped turn their newest condiment into a pantry staple for the tastemakers who had already fallen for the original.

• 33.22M OOH impressions*

• 30.9M OOH bonus impressions

• 7.16M YouTube views
  
  *4-week flight