Sriracha is the number 1 hot sauce in America, but no ones knows sriracha isn’t just the green cap rooster sauce. Lee Kum Kee wanted to capitalize on the Huy Fung shortage by making a major push for their sriracha and sriracha mayo in Walmart. But how do you make an unknown brand synonymous with a product and break into the cluttered landscape of cultural relevance? If you’ve spent more than 30 seconds on this site, then you know my answer was through a song. We reimagined America’s unofficial national anthem, The Cha Cha Slide, to be The Sriracha Slide. This is actually so stupid it’s smart.

There were banners, obviously.

And we used our hot track for radio.