- Lee Kum Kee USA, an 135-year-old maker of Asian condiments and sauces, launched a music-focused campaign as a part of a much bigger concentrate on marketing to Gen Z, per details shared with Marketing Dive. The effort also promotes the brand’s Sriracha Chili and Mayo products.
- Key to the campaign is a series of nostalgia-focused ads and digital content soundtracked to the “Sriracha-Cha Slide,” a reimagined version of 2000s hit “Cha Cha Slide.” A 24/7 Twitch livestream featuring hyperpop artist Ericdoa can be in the combo.
- The brand is sponsoring rising music talent and releasing a Spotify playlist curated by songwriter Nate Cyphert. The strategy behind the campaign is a response to the recognition of Sriracha products and the “evolving market landscape,” per release details.
Lee Kum Kee, an 135-year-old global brand, joins an extended list of others who’ve sought to age down in hopes of growing loyalty amongst younger audiences. The latest campaign arrives as demand for Sriracha products grows and shortages of the new sauce from the brand’s competition offer Lee Kum Kee a possible window of opportunity.
At the middle of the brand new campaign is a reimagined version of the “Cha Cha Slide” — aptly titled the “Sriracha-Cha Slide — that can feature in ads and digital content meant to mix nostalgia with a “spicy twist.” The concentrate on music may very well be key to the campaign’s success as Gen Z spends more time with music than the general population, according to recent study by Edison Research cited in release details.
The brand may also host a 24/7 livestream on Amazon-owned Twitch with Ericdoa that can highlight the hyperpop artist’s creative journey as he completes his fifth album live, with no breaks until the album is finished. The activation may also include special guest appearances from Ericdoa’s friends and fellow musicians. Additionally, the corporate 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 encompasses a mixture of each current hits and classics meant to embody the spirit of the brand. Other marketers have also looked to Spotify for buzzy promoting plays, including Budweiser, Sprite and DirecTV. Together, the campaign from Lee Kum Kee could shore up stronger loyalty amongst younger audiences, particularly consumers who’re fans of the rising artists the brand will likely be supporting.
Lee Kum Kee, headquartered in Hong Kong, has a presence in over 100 countries. The marketer’s products may 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 latest noodles offering alongside agency Grey Hong Kong, which was handed the creative duties of the corporate’s food business the identical month.
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