USA – Lee Kum Kee US, in collaboration with Grey Hong Kong, has unveiled a bold new campaign that blends creativity with flavour to spotlight its latest Sriracha range.
Titled #SqueezeMaxFlavor, the campaign draws on the trend of micromoments, illustrating how a single squeeze can elevate everyday scenarios—from lacklustre dates to uneventful parties—with a burst of flavour and energy.
More than a typical product launch, the campaign reflects Lee Kum Kee’s ongoing pursuit of bold taste experiences, brought to life through playful storytelling and a distinctive visual identity.
Central to the campaign are two new Sriracha variants debuting in the US: Smoky BBQ and Cilantro Lime.
The initiative also marks the continuation of Lee Kum Kee’s creative partnership with Grey Hong Kong, following last year’s “It’s Complicated” campaign for Chili Crisp Oil.
Glorie Wu, vice president of global category marketing and overseas digital commerce at Lee Kum Kee, said, “When we saw the creative direction, we knew it captured the transformational spirit of our product. It brings our new Sriracha variants to life in a playful, energetic way that feels true to their bold personality.”
May Chan, group creative director at Grey Hong Kong, added, “Sriracha isn’t just a condiment. It’s a personality. We leaned into micro moments to make them exaggerated, fun, and relatable to consumers. #SqueezeMaxFlavor doesn’t just show what the product does; it shows how it makes people feel and how Lee Kum Kee approaches product development with new exciting flavours.”
