Lee Kum Kee Chili Oil Campaign Celebrates the Complexity of Flavour

Lee Kum Kee Chili Crisp Oil is a different take on chili sauce, a deep, multi-layered flavour experience that goes beyond heat, with every bite so delicious, it offers something that is not always easy to explain. The brief for Grey Hong Kong was to generate greater brand awareness as well as communicate this multi-layered deliciousness to US audiences.

"Lee Kum Kee Chili Crisp Oil is all about layers. Each taste adds something unique and brings texture, depth, and surprises with every bite," said Rick Kwan, executive creative director, Grey Hong Kong. "Like a good wine or highly rated coffee, it has complicated flavours authentic to their heritage, which inspired the campaign's creative direction."

The campaign video begins with a simple question: "What's this?" and answers with a nonchalant 'It's complicated.' Viewers are taken on a vibrant journey that visually deconstructs the product's unique layers, from crispy chili to savoury sesame, highlighting its ability to elevate everyday dishes into moments of discovery, like a story unwrapping.

Grey Hong Kong's collaboration with Lee Kum Kee began successfully in HK with the 'Instant Noodles Launch' and the 'Yummy Convenience Store' pop-up campaigns, which then led to Grey Hong Kong's first-ever partnership with the Lee Kum Kee US team for this marketing initiative. With over 135 years of history and 30 years of experience with Chili Crisp Oil, Lee Kum Kee's feedback was clear: the product's complexity needed to take centre stage.

For the first time ever, Lee Kum Kee, together with Grey Hong Kong, is unscrewing the lid and releasing a multi-layered marketing campaign in the US, bringing the rich, delicious complexity of their Chili Crisp Oil to life.

"For over a century, Lee Kum Kee has brought authentic Asian flavours to kitchens worldwide," said Elaine Thai, vice president of marketing, Lee Kum Kee US. "Chili Crisp Oil builds on that legacy with a flavour profile that is anything but ordinary. This campaign invites US audiences to discover its layers and elevate their everyday meals."

The campaign has invested heavily in Connected TV, YouTube Pre-rollout, and Walmart.com to drive discovery and engagement. Supporting visuals and digital banners further invite audiences to explore and share how they describe the product's multi-layered taste.

"Deliciously Complicated' embraces the idea that some things shouldn't be simplified," Rick added. "The richness of Chili Crisp Oil isn't just about good; it's about creating an experience that encourages curiosity and embraces a taste journey."

With 'Deliciously Complicated', Lee Kum Kee and Grey Hong Kong invite US audiences to discover the joy of layers packed with flavour and how it can turn simple meals into something deliciously complicated.

With the campaign launch, Lee Kum Kee's Chili Crisp Oil can be found at Walmart, available in over 2,600 stores nationwide and online.