South Korean food giant, CJ CheilJedang Corp.’s flagship food brand Bibigo is engaging with consumers worldwide through a new campaign as it hopes to introduce affordable Korean ethnic food to the mass market from young to old, and not just to the middle and upper income consumers.
It has recently launched a global campaign with a new brand slogan ‘Live delicious’ simultaneously in South Korea, the US, Japan, Europe, China and Thailand.
The previous campaign strengthened the connection with consumers through the slogan ‘A meal made with sincerity’, but this latest campaign actively communicates with younger generations, including Gen Z.
The campaign highlighted on the brand value of Bibigo products in conveying a ‘delicious life’ in various situations such as family gatherings, meals with friends and busy work routines.
In South Korea, the campaign message ‘More deliciously, more joyfully’ will focus on providing opportunities for families and friends to enjoy Bibigo offerings together, such as through the “Bibigo Picnic Table.”
In the US, Bibigo will leverage its partnership with the LA Lakers to actively engage with consumers.
In Japan, consumers purchasing Bibigo items have a chance to win tickets to travel to South Korea. Additionally, Bibigo plans to run food trucks at various local festivals.
In Europe, with a focus on the UK, activities will be organized to enhance Bibigo’s brand awareness by promoting key items like dumplings, chicken and Kimchi.
In Thailand, where the company recently launched its operations, Bibigo plans to run pop-up booths and stores centered around K-street food like Bibigo tteokbokki.