Client: Lee Kum Kee
Role: Executive Creative Director

Lee Kum Kee, a well-established brand in Asian flavors, wanted to increase its presence and brand recognition in the competitive US market. With limited name recognition, the goal was to create a campaign that would serve as a gateway for consumers to discover and fall in love with Lee Kum Kee through its sriracha sauce.

As Executive Creative Director, I led the creative vision and strategy for the “Your Main Squeeze” campaign — a multi-faceted approach designed to position Lee Kum Kee as a lifestyle brand and engage a younger audience beyond traditional foodies and recipe bloggers.

The campaign imagery centered around the iconic Lee Kum Kee sriracha bottle, ensuring that consumers could easily identify the product and learn more about it. We created a dedicated microsite, srirachalove.com, as a central hub for all campaign traffic, giving consumers an easy way to learn about the brand, explore products, and find Lee Kum Kee sriracha in stores or online.

I oversaw the development of a data-driven SEO strategy to boost organic visibility and led the digital team in executing Google Ads to take over the online sriracha conversation. Social media content shifted from traditional recipe videos to lifestyle-driven, visually rich ads that spoke to a younger audience. We also produced limited-run Lee Kum Kee streetwear and launched a giveaway contest to drive engagement and grow the email list.

Influencer partnerships played a key role, with custom merch kits (including valentine cards) sent to creators who helped amplify the campaign through their own channels. Out-of-home placements — billboards, wildpostings, digital displays, and subway ads — in key markets like New York, Los Angeles, and San Francisco made Lee Kum Kee’s bold, bottle-forward story impossible to miss.

The “Your Main Squeeze” campaign transformed Lee Kum Kee into a lifestyle brand, driving significant engagement and brand recognition. We capitalized on the competition’s sriracha shortage to make Lee Kum Kee the new household name.

• 1.05B total campaign impressions*

• 110K+ monthly microsite users*

• 20K+ monthly product locator searches*

*As of December 2024.