Dive Brief:
- Lee Kum Kee USA, an 135-year-old maker of Asian condiments and sauces, launched a music-focused campaign as part of a bigger focus 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 is also in the mix.
- 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 popularity of Sriracha products and the “evolving market landscape,” per release details.
Dive Insight:
Lee Kum Kee, an 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 recent study by Edison Research cited in release details.
The brand will also host a 24/7 livestream on Amazon-owned Twitch with Ericdoa that will highlight the hyperpop artist’s creative journey as he completes his fifth album live, with no breaks until the album is finished. The activation will also 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 both current hits and classics meant to embody the spirit of the brand. 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 be supporting.
Lee Kum Kee, headquartered in Hong Kong, has a presence 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.
