Lee Kum Kee is launching a new campaign to attract younger consumers with a “Sriracha-Cha Slide” remix and collaborations with rising artists.
Lee Kum Kee, a 135-year-old global brand, joins a long list of others who have sought to age down in hopes of growing loyalty among younger audiences. The new campaign arrives as demand for Sriracha products grows and shortages of the hot sauce from the brand’s competition offer Lee Kum Kee a potential window of opportunity.
At the center of the new campaign is a reimagined version of the “Cha Cha Slide” — aptly titled the “Sriracha-Cha Slide — that will feature in ads and digital content meant to blend nostalgia with a “spicy twist.” The focus on music could be key to the campaign’s success as Gen Z spends more time with music than the overall population, according to a recent study by Edison Research cited in release details.
The brand will also host a 24/7 live stream on Amazon-owned Twitch with Ericdoa to highlight the hyper-pop artist’s creative journey as he completes his fifth album live, with no breaks until the album is finished. The activation will include special guest appearances from Ericdoa’s friends and fellow musicians. Additionally, the company is sponsoring several emerging artists, including singer-songwriter Hayd and alt-pop artist Alex Porat.
To round out the campaign, the brand has curated a Spotify playlist titled “Saucy Summers with Lee Kum Kee,” with songwriter Cyphert. The playlist features a mix of current hits and classics meant to embody the brand’s spirit. Other marketers have also looked to Spotify for buzzy advertising plays, including Budweiser, Sprite, and DirecTV. Together, the campaign from Lee Kum Kee could shore up stronger loyalty among younger audiences, particularly consumers who are fans of the rising artists the brand will support.
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Lee Kum Kee, headquartered in Hong Kong, is in over 100 countries. The marketer’s products can be found at international retailers, specialty stores, or online. Ahead of its latest move, the brand released a campaign that promotes its Supreme Soy Sauce and celebrates home cooking moments. In April, the brand promoted its new noodles offering alongside agency Grey Hong Kong, which was handed the creative duties of the company’s food business the same month.
