Client: Lee Kum Kee
Role: Executive Creative Director

In the crowded world of condiments, standing out requires more than a little kick — it takes cultural resonance. At Innerspin Marketing, we helped Lee Kum Kee spark a movement with creators who could turn sriracha into a lifestyle.

We crafted a strategy that would resonate with Gen Z through their preferred channels — across social platforms and in their music — moving beyond traditional influencer marketing to create culture-driven content that positioned Lee Kum Kee’s sriracha as both a pantry staple and a badge of cultural relevance..

We assembled a diverse roster of rising stars across music and culinary arts, each bringing their unique flavor to the brand. Highlights included:

• ericdoa’s groundbreaking two-week, 24/7 “Locked In” livestream, where fans watched him create an entire album in real time with Lee Kum Kee integrated throughout

• Tour content from Hayd and Alex Porat, showing how the brand fuels artists on the road

• The Box Boys’ underground interview series, spotlighting emerging talent like Khalil and Emwell with Lee Kum Kee adding heat to every conversation

• Orlandito’s “Industry Plants” taste test with Skaiwater, pitting homemade sauce against Lee Kum Kee’s signature Sriracha

• A curated Spotify playlist by Nate Cyphert, giving the brand its own soundtrack

• Culinary creators like “Next Level Chef” champion Gabi Chappel and “Hell’s Kitchen” veterans Leigh Orleans and Emily Hersh, showcasing its versatility

Each tastemaker’s content reinforced the others, building a cohesive narrative that positioned Lee Kum Kee as an essential part of youth culture. Music creators showcased the sauce in their creative process, while culinary influencers demonstrated its versatility in both traditional and innovative dishes.

We amplified the campaign with livestreamed events, behind-the-scenes integrations, limited-edition merch drops, cross-platform storytelling, and earned press in Marketing Dive and PR Week.

The numbers hit all the right notes and Lee Kum Kee’s 137-year-old brand became a Gen Z go-to:

• 3.61M total views

• 2.87M total reach

• 1.57M total engagement