West, Meet East.

Sriracha Hot Chili Sauce is a hot sauce that has ambiguous Eastern roots. The goal of this campaign is to make the connection to consumers that they should use Eastern hot sauce on Western food, and to further hammer that Sriracha is good on everything; a cultural collision. Unlike other hot sauces, this is Sriracha's greatest asset, its diverse appeal, not its heat. Popular Western foods are packaged in iconic Asian takeout packaging to convey this concept and forced connection. The copy is a turn on the common phrase "Where East Meets West," to "West, Meet East," to display their introduction.