Lee Kum Kee and Grey Hong Kong celebrate the complexity of flavor with ‘Deliciously Complicated’ in first-ever U.S. campaign launch [Video]

HONG KONG – Lee Kum Kee Chili Crisp Oil is a different take on chili sauce, a deep, multilayered flavor 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 multilayered deliciousness to U.S. 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 flavors authentic to their heritage, which inspired the campaign’s creative direction.”