When a sriracha sauce competitor’s supply issues caused a ripple in availability, Lee Kum Kee saw an opportunity to seize more share within the college and university segment and asked us for ideas. Best in Class was designed to communicate to operators that their Sriracha Chili Sauce and Sriracha Mayo are high-quality hot sauces from a trusted brand that students already know and love, complete with selling tools, a comprehensive ad campaign, samples, and later, a consumer-facing giveaway scheduled for Lunar New Year, 2025.