Lee Kum Kee celebrates complexity of flavours with first US campaign

Lee Kum Kee has partnered with Grey Hong Kong to celebrate the complexity of flavour with the brand’s first US campaign launch. 

The comes along with the introduction of the brand's Chili Crisp Oil, which claims to be a different take on chili sauce, a deep, multilayered flavour experience that goes beyond heat. The campaign aims to generate greater brand awareness as well as communicate this multilayered deliciousness to US audiences.  

Lee Kum Kee's collaboration with Grey Hong Kong began in Hong Kong with the 'Instant Noodles Launch' and the 'Yummy Convenience Store' pop-up campaigns, which then led to Grey Hong Kong's first-ever partnership with the Lee Kum Kee US team for this marketing initiative. With over 135 years of history and 30 years of experience with Chili Crisp Oil, Lee Kum Kee's feedback was clear: the product's complexity needed to take centre stage. 

The partnership aims to unscrew the lid and release a multilayered marketing campaign in the US, bringing the rich, delicious complexity of their Chili Crisp Oil to life. 

The campaign video begins with a simple question: "What's this?" and answers with a nonchalant "It's complicated." Viewers are taken on a vibrant journey that visually deconstructs the product's unique layers, from crispy chili to savoury sesame, highlighting its ability to elevate everyday dishes into moments of discovery, resembling a story unwrapping. 

"For over a century, Lee Kum Kee has brought authentic Asian flavours to kitchens worldwide," said Elaine Thai, vice president of marketing, Lee Kum Kee US. "Chili Crisp Oil builds on that legacy with a flavour profile that is anything but ordinary. This campaign invites US audiences to discover its layers and elevate their everyday meals."

The campaign has invested heavily in Connected TV, YouTube Pre-rollout, and Walmart.com to drive discovery and engagement. Supporting visuals and digital banners further invite audiences to explore and share how they describe the product's multilayered taste. With the campaign launch, Lee Kum Kee's Chili Crisp Oil can be found at Walmart, available in over 2,600 stores nationwide and online.
 
"Lee Kum Kee Chili Crisp Oil is all about layers. Each taste adds something unique and brings texture, depth, and surprises with every bite," said Rick Kwan, executive creative director, Grey Hong Kong. "Like a good wine or highly rated coffee, it has complicated flavors authentic to their heritage, which inspired the campaign's creative direction." 

"Deliciously Complicated' embraces the idea that some things shouldn't be simplified," Kwan added. "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."

Don't miss: Lee Kum Kee takes Asian culinary culture abroad with first global campaign

The campaign comes after Lee Kum Kee unveiled a global brand campaign recently, the first in its 137-year history, aiming to connect with its increasingly global customer base and appeal to new customers alike. 

Also known as “Flavours that bind”, the eight-week campaign aims to connect people not just over the table, but through generations and across continents, with an important nod to the brand’s cultural significance. 

Related articles:

Lee Kum Kee picks new creative agency for its HK sauce business
Lee Kum Kee takes Asian culinary culture abroad with first global campaign
Lee Kum Kee promotes culinary excellence with new campaign