Sriracha Slide
Spicing up an Asian heritage brand for a mainstream US audience.
In a race for taste in the US market that only thinks of sriracha as green top rooster sauce, we needed to introduce Lee Kum Kee Sriracha and Sriracha Mayo. But how does a 136-year-old introduce itself in a relevant way to a new audience? By reimagining a classic song to make Lee Kum Kee synonymous with sriracha.
From weddings, to parties, proms, sports events, and more, there is one iconic American song that unites all. It’s our unofficial national anthem, The Cha Cha Slide. To deliver Lee Kum Kee to a US audience, we spiced up The Cha Cha Slide, remixing it into The Sriracha Slide.
To deliver Lee Kum Kee to a US audience, we spiced up The Cha Cha Slide, remixing it into The Sriracha Slide.
Pairing this song with colorful and tasty visuals, our anthem shows how Lee Kum Kee enhances the flavor of your favorite dishes while serving up brand recognition through choreographed product use moments. Highlighting American dishes, as well as Asian cuisine, we looked to honor the authentic heritage of the brand, while inviting foodies to experiment with sriracha and sriracha mayo. We then used this updated hit for our radio spot, grabbing our audience’s attention while they were on their way to the grocery store.
The results
A campaign that outperformed industry benchmarks in sales. Lee Kum Kee saw a 6% lift overall; 29% increased brand awareness amongst mainstream audiences; and a 42% lift in awareness for Sriracha Mayo, sliding Lee Kum Kee to the top of mind for topping your next delicious dish.
Campaign summary
The Sriracha Slide dropped Lee Kum Kee into the mainstream U.S. market, remixing a classic American song to show off the versatility of the brand’s sriracha and sriracha mayo.
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