Grey Hong Kong launches first-ever Lee Kum Kee campaign in the USA to promote the brand’s ‘Deliciously Complicated’ flavors
Grey Hong Kong has released a new campaign in the USA to generate greater brand awareness as well as communicate the multilayered deliciousness of Lee Kum Kee Chili Crisp Oil. This is Lee Kum Kee’s first-ever U.S. 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,” 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.”
The campaign video begins with a simple question: “What’s this?” and answers with a nonchalant “It’s complicated.” Viewers are taken on a journey that visually deconstructs the product’s unique layers, from crispy chili to savory sesame, highlighting its ability to elevate everyday dishes into moments of discovery, like a story unwrapping.
Grey Hong Kong’s collaboration with Lee Kum Kee began successfully in HK 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 U.S. 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 center stage.
“For over a century, Lee Kum Kee has brought authentic Asian flavors to kitchens worldwide,” said Elaine Thai, Vice President of Marketing, Lee Kum Kee U.S. “Chili Crisp Oil builds on that legacy with a flavor profile that is anything but ordinary. This campaign invites U.S. 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.
“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.”
Credits:
Agency: Grey Hong Kong
Duffy Lau, Managing Director
Rick Kwan, Executive Creative Director
Owen Smith, Chief Strategy Officer
Maggie Chan, Strategy Director
Yolanda Luo, Associate Strategy Director
John Lo, Head of Content Production
Jesppie Poon, Business Director
Fred Yeung, Account Director
Sam Tsui, Senior Account Manager
May Chan, Group Creative Director
Vivian Cheung, Associate Creative Director
Jacinda Mai, Art Director
Oliver Samuelsen, Senior Copywriter
Huma Qureshi, Chief Communications Officer
Client: Lee Kum Kee (U.S)
Elaine Thai, Vice President of Marketing
Steven Montes, General Manager, US Mainstream Retail, Sales and Marketing
Glorie Wu, Vice President, Overseas Digital Commerce
Frances Yick, Global Category Director
Itzel Alvarez, Associate Director, Channel Marketing
Fion Huang, Manager, Category Growth, Sales and Marketing
Costa Spyrou, Marketing Communication Manager