Lee Kum Kee: Your Main Squeeze

Lee Kum Kee, a global leader in Asian sauces, wanted to increase brand awareness in the US. We created a gateway for consumers to discover and fall in love with the brand through its sriracha.

Our campaign positioned Lee Kum Kee as a lifestyle brand and increased CLV by targeting a younger audience beyond traditional foodies and recipe bloggers.

I crafted the messaging framework, voice, and verbal design that transformed Lee Kum Kee from an unfamiliar condiment brand into a must-have for Gen Z-ers and Millenials. I also served as copy lead across video, social, paid ads, billboards, wildpostings, digital displays, and subway ads.

We also produced limited-run Lee Kum Kee streetwear and launched a giveaway contest to drive engagement and capture first-party data. And, to turn up the heat, we developed custom merch kits for influencers to amplify the campaign on TikTok and Instagram.

Your Main Squeeze helped a legacy brand tap into a hot new audience, driving online sales, recognition, and engagement:

• 1.05B total campaign impressions

• 167M+ OOH impressions

• $1.51 OOH CPM

• 110K+ monthly microsite users

• 20K+ monthly product locator searches