U.S.A – Lee Kum Kee has teamed up with Grey Hong Kong to launch its first-ever U.S. campaign, aiming to build brand awareness and highlight the multilayered flavours of its signature Chili Crisp Oil to American audiences.
Titled ‘Deliciously Complicated,’ the campaign introduces U.S. audiences to the layered flavours of Lee Kum Kee’s Chili Crisp Oil and how it can enhance simple meals.
The campaign video opens with the question, “What’s this?” and answers with, “It’s complicated.” It takes viewers through the product’s layers, from crispy chili to savoury sesame, highlighting its ability to add depth to everyday dishes.
Lee Kum Kee and Grey Hong Kong have focused on platforms like Connected TV, YouTube Pre-roll, and Walmart.com to increase visibility and engagement. Additional visuals and digital banners encourage audiences to share their interpretations of the product’s complex flavour.
Elaine Thai, vice president of marketing at Lee Kum Kee U.S., shared, “For over a century, Lee Kum Kee has brought authentic Asian flavours to kitchens worldwide. Chili Crisp Oil builds on that legacy with a flavour profile that is anything but ordinary. This campaign invites U.S. audiences to discover its layers and elevate their everyday meals.”
This marks Lee Kum Kee and Grey Hong Kong’s first multilayered U.S. campaign. Their collaboration began with successful campaigns in Hong Kong, including the ‘Instant Noodles Launch’ and ‘Yummy Convenience Store’ pop-up, leading to their first U.S. partnership.
With over 135 years of history and 30 years of experience with Chili Crisp Oil, Lee Kum Kee emphasised that the product’s complexity should be the focus for this new campaign.
“Lee Kum Kee Chili Crisp Oil is all about layers. Each taste adds something unique and brings texture, depth, and surprises with every bite. Like a good wine or highly rated coffee, it has complicated flavours authentic to their heritage, which inspired the campaign’s creative direction,” said Rick Kwan, executive creative director of Grey Hong Kong.
“Deliciously Complicated’ embraces the idea that some things shouldn’t be simplified. The richness of Chili Crisp Oil isn’t just about good; it’s about creating an experience that encourages curiosity and embraces a taste journey,” added Kwan.
As part of the campaign, Lee Kum Kee’s Chili Crisp Oil is now available at Walmart, both in over 2,600 stores and online.