Client: Lee Kum Kee
Agency: Innerspin Marketing
Role: Executive creative director
Lee Kum Kee, a well-established brand in Asian flavors, aimed to increase its presence and brand recognition in the competitive US market. With limited name recognition, the goal was to create a campaign that would serve as a gateway for consumers to discover and fall in love with Lee Kum Kee through its sriracha sauce.
The campaign aimed to position Lee Kum Kee as a lifestyle brand and increase customer lifetime value by targeting a younger audience beyond traditional foodies and recipe bloggers.
As Executive Creative Director at Innerspin Marketing, I led the creative vision and strategy for the “Your Main Squeeze” campaign. We took a multi-faceted approach — from developing a microsite and SEO strategy to producing lifestyle-driven video content, limited-edition streetwear giveaways, and a national out-of-home presence — with every touchpoint designed to reach the target audience. The campaign delivered 1.05 billion impressions, 110K+ monthly microsite users, major industry awards, and a breakthrough moment for the brand in the US market.
Executive creative director: Colin Schur
Art director & designer: Davina Roshansky Victor
UI designer: Jeff Kardos
Merch designer: Andrew Vilar
Copywriter: Zach Links
Photography: Teez Agency
Videography: Teez Agency