Break — With Tradition

Founded in 1888, Lee Kum Kee stands as an international leader in Asian sauces and condiments, but the brand is not widely known among mainstream consumers in the U.S. Seeking to increase its visibility and grocery distribution to further promote Asian culinary culture nationwide, Lee Kum Kee approached Innerspin to encourage the trial of its most accessible products in order to evangelize casual consumers.

Nearing the holiday season, we saw an opportunity with many Americans stuck at home after months of quarantine, craving fresh flavors and comforting recipes. We inspired them to spice up their usuals and “Break — With Tradition.”

The campaign was supported by a mix of bulletin, poster and digital units across Los Angeles and Orange County in Southern California, strategically placed within close proximity to retailers carrying Lee Kum Kee products.