Lee Kum Kee launches new sriracha sauce flavors in the US via Grey Hong Kong campaign

Lee Kum Kee is heating up the US market with the launch of two bold new Sriracha flavors: Smoky BBQ and Cilantro Lime. 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 flavor experience, the new Sriracha range was created for flavor seekers craving something more adventurous. The result: two crafted, flavor-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 #SqueezeMaxFlavor 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.

But it’s more than just a product story. The name celebrates Lee Kum Kee’s obsession with flavor — always exploring, experimenting, and squeezing the most out of every ingredient.

View the #SqueezeMaxFlavor campaign here

“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.”

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 flavors.”

With snackable, transformational videos and an expressive, bold look, #SqueezeMaxFlavor invites everyone into a fun, flavor-packed universe.

Credits
Agency: Grey Hong Kong
Duffy Lau, Managing Director
Rick Kwan, Executive Creative Director
Owen Smith, Chief Strategy Officer
Maggie Chan, Strategy Director
Jumbo Lee, Senior Producer
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, Senior Art Director
Oliver Samuelsen, Senior Copywriter
Huma Qureshi, Chief Communications Officer
Client: Lee Kum Kee
Glorie Wu, Vice President, Global Category Marketing and Overseas Digital Commerce
Frances Yick, Marketing Director, Overseas Digital Commerce, Category & Innovation Development
Ian Wang, Associate Marketing Director – Overseas Digital Commerce, Business Development
Sophia Chen, Senior Marketing Manager, Category & Innovation Development
Annie Netka, Marketing Director, Lee Kum Kee USA
Constantine Spyrou, Marketing Communication Manager, Lee Kum Kee USA