Overview

Lee Kum Kee, though well-known in Hong Kong, lacks brand awareness in US markets.

With the chili category making waves amongst US consumers in 2024, we developed the Deliciously Complicated campaign to promote their Chili Crisp Oil product to increase awareness, drive sales and retailer penetration.

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  • LKK’s Chili Crisp Oil offers a complex multilayered, multisensational tasting experience.

    With it’s diverse yet carefully curated ingredients, how do we differentiate ourselves articulate this to resonate and keep up with mainstream US consumers & rising food trends?

  • "Deliciously Complicated" reframes Chili Crisp Oil as a sophisticated experience, perfect for the chili connoisseurs.

    Like the complexities of a fully bodied wine or a bold roast coffee,

    we invite foodies to venture the sensational journey of CCO’s complex and nuanced layers.

  • CCO quickly expanded into Walmart – one of the largest retailers in US – and saw dramatic results:

    • ~1,200%+ increase in # Distribution Outlets

    • ~$97,000+ increase in Avg. Monthly Sales

Execution Summary

Through videos, striking visuals, and lifestyle photography, we brought clarity to complexity — proving that even a condiment as multi-layered and nuanced as Chiu Chow Chili Crisp Oil is actually refreshingly simple.

Videos:
TVC & Social Cutdown

CGI Animation

Key Visuals:
Contextual & Product-focused

Lifestyle Photography:
Food & Consumption

Benefit Demo. Displays:
Chili Crunch, Food Pairing, Complex Flavor, & Multi-layered Spiciness

Press

LKK celebrates complexity of flavours with first US campaign

Grey HK launches first-ever LKK campaign in USA

LKK brings ‘Deliciously Complicated’ flavors to U.S.

LKK Chili Oil celebrates the Complexity of Flavour

LKK & Grey HK First Ever U.S. Campaign Launch