Client: Lee Kum Kee
Role: Executive Creative Director

Lee Kum Kee’s sriracha captured the hearts of heat-seeking foodies. Now, they were ready to sweeten the relationship with a new addition to the family — Honey Sriracha. As Executive Creative Director, I helped lead the brand’s evolution, turning their spicy love story into a hot new romance.

After successfully positioning Lee Kum Kee’s sriracha as a lifestyle essential with “Your Main Squeeze,” we faced a new challenge: How do you introduce a new product while keeping the edge that won over culinary trendsetters? And how do you tell this story while staying true to the love-focused narrative that made the original campaign sizzle?

I led the creative strategy for a multi-sensory approach that would ignite passion for this sweet-meets-heat innovation. We expanded the campaign’s visual language with a bold magenta color palette inspired by the product label — creating instant visual distinction while maintaining brand family recognition.

Our messaging evolved the romance narrative with the playful “Bee Spicy” tagline, using honey’s natural connection to create an instantly memorable hook. We gave digital touchpoints a love makeover, refreshing srirachalove.com with new product showcases and updated homepage animation for bold first impressions from social and search.

To build excitement and educate consumers on the sauce’s versatility, we produced recipe content showcasing uses from salmon glazes to tofu stir-fries — positioning Honey Sriracha as both accessible and adventure-worthy. Strategic grocery media placements in Los Angeles put the product directly in front of shoppers ready to spice up their relationships with something sweet.

Our teaser and launch videos across social and YouTube generated immediate buzz, while influencer partnerships created authentic demonstrations of the product’s culinary potential.

By positioning Honey Sriracha not just as a line extension but as the next chapter in an ongoing love story, we brought the buzz to Lee Kum Kee’s newest condiment — proving that traditional brands can keep consumer relationships fresh and exciting.

Honey Sriracha quickly became a pantry staple for tastemakers and home chefs who had already fallen for Lee Kum Kee’s original sriracha:

• 33.22M OOH impressions*

• 30.9M OOH bonus impressions

• 7.16M YouTube views

*4-week flight