Lee Kum Kee turns every bite to bold moments with one squeeze

Hong Kong-based sauce brand Lee Kum Kee has unveiled a campaign to turn every bite to bold moments with the launch of two bold new Sriracha flavours in the US including “smoky BBQ” and “Cilantro lime”.

Also known as “Squeeze max flavour”, the campaign continues the brand’s growing creative partnership with Grey Hong Kong, which kicked off with last year’s “It’s complicated” platform for “chili crisp oil”.

Rooted in a consumer-first mindset and backed by over 137 years of flavour experience, the new Sriracha range was created for flavour seekers craving something more adventurous.

It results in two crafted, flavour-packed sauces - the bright, zesty kick of Cilantro Lime and the rich, smoky depth of smoky BBQ. The creative collaboration with Grey Hong Kong brings this to life, spotlighting what sets Lee Kum Kee apart.

The campaign taps into the trend of micro moments by showcasing how one perfect squeeze can instantly transform the everyday. From bland dates to parties that are failing to take off, everything gets a little hotter, bolder, and a lot more fun.

Beyond the product story, the name celebrates Lee Kum Kee’s obsession with flavour - always exploring, experimenting, and squeezing the most out of every ingredient.

Running for three months, the campaign leverages TikTok, a hybrid social and digital commerce platform, to soft launch Srirachas’ new line extension in order to create awareness, followed by a massive offline rollout through traditional channels, said a spokesperson from Lee Kum Kee. 

“When we saw the creative direction, we knew it captured the transformational spirit of our product,” said Glorie Wu, vice president, global category marketing and overseas digital commerce at Lee Kum Kee. “It brings our new Sriracha variants to life in a playful, energetic way that feels true to their bold personality."

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Grey Hong Kong’s group creative director, May Chan, 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."

The campaign came after the launch of last year's "It's complicated" platform, which celebrates the complexity of flavour with the brand’s first US campaign launch. 

That came 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.  

The partnership aimed 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. 

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