When a leading sriracha sauce competitor began experiencing supply issues, Lee Kum Kee saw an opportunity to gain share within the college and university segment. To make sure their brand was front-and-center as dining directors searched for a more reliable sriracha supplier, Lee Kum Kee asked Connections to create an attention-grabbing campaign.

Connections answered the call with a “Best in Class” approach designed to position Lee Kum Kee as a brand students already know and love, while spotlighting the high quality of its Sriracha Chili Sauce and Sriracha Mayo. We featured this delicious duo across selling tools, a comprehensive ad campaign and samples to drive trial. Then, to keep the buzz going beyond the dining hall, we layered in a consumer-facing giveaway scheduled for Lunar New Year. The message was clear—there’s a new sauce on campus.