Campaign honors its Korean roots while inspiring consumer participation through ‘language of sharing’ : Activities include CJ Cup PGA launch and Postmates-exclusive activation
CHICAGO --(SPW)--
Bibigo, known for its best-selling dumplings, has launched its new, through-the-line brand campaign through a partnership with Chicago-based agency, Upshot, in an effort to connect consumers through the shared love of food and the rich experiences that accompany it.
Bibigo tapped Upshot to aid in the evolution of the brand, with the goal of ultimately landing on a communications platform that celebrates and sparks human connections, even in today’s socially-distanced world. The fully integrated campaign, dubbed ‘A Discovery Worth Sharing’, comes to life in broadcast spots, digital advertising and a robust social and mobile shopper plan to reach consumers both where they consume media and at the point of purchase.
A regional Postmates-exclusive activation, affectionately dubbed #ManduMonday followed quickly thereafter to incentivize and mobilize consumers to partake in the brand’s culture of sharing by offering them the opportunity to send Bibigo Mandu to someone they love, or better yet, someone they miss enjoying meals with - markets include Portland, Houston, Cincinnati, San Francisco, Denver and San Diego.
“As we all know, human connection is now more vital than ever before, and, as we thought about the evolution of the brand, it was clear we wanted to be something more than just food, we wanted to play a role in connecting people,” said Soyoung Paik, Chief Marketing Officer at CJ Foods. “Upshot provided a unique perspective that helped us create a campaign to share Bibigo as more than just a frozen food brand.”
The hero of the campaign is Bibigo’s beloved Mandu Korean dumplings, which are the perfect food to create and spread moments of sharing. These savory dumplings are about as versatile as food gets - they can be pan fried and served as appetizers, added to a broth and served as a main course or incorporated into a salad.
The campaign just kicked off in conjunction with placement as part of a sponsorship at the CJ Cup PGA tournament, which relocated to Las Vegas this year due to various travel restrictions imposed by the pandemic
For more information on Bibigo, please visit bibigousa.com. For more information on Upshot’s work, please visit https://www.upshot.agency/
About Bibigo
Founded in 2010, Bibigo is a global brand created by CJ, Korea's #1 lifestyle company. With over 60 years of experience, CJ has proudly been delivering flavor to dinner tables since 1953. Bibigo takes 5000 years of delicious cuisine and updates it for today's modern, non-stop lifestyles. That's why the name combines the Korean word "bibim," from a long cultural tradition of "mixed" flavors, with the English word "go." The brand lineup includes a full assortment of snacks and appetizers, including Mandu, the brand’s signature item. Inspired by authentic recipes, Bibigo makes the exciting tastes of Korean cuisine easily accessible with offerings in both grocery stores and restaurants in South Korea, America, and around the world. Bibigo products represent global K-Style Food and are distributed by CJ Foods USA Inc. and Schwan's Consumer Brands, Inc., a subsidiary of Schwan's Company. For more information, please visit www.bibigousa.com.
About Upshot
Upshot is a Chicago-based full-service creative agency. For over 20 years, Upshot has lived at the intersection of building brands and inspiring action, delivering through-the-line campaigns that uniquely engage consumers’ passions and inspire brand participation. Upshot is part of Advantage Solutions.
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