bb.q Chicken Ad Campaign Features Korean Lessons

Seoul, South Korea-based Bb.q Chicken officially said “annyeonghaseyo” (“hello” in Korean) to the American dining public by launching its first national advertising campaign featuring ads that teach them to speak Korean. The two YouTube spots feature Americans enjoying bb.q Chicken for the first time and exclaiming, “Kind of spicy, kind of sweet…definitely my new obsession” and “This is the crispiest chicken in the entire world,” followed by Korean translations of the phrases.

“At bb.q, we often say food is the gateway to culture, and more importantly, cultural exchange,” Joseph Kim, bb.q Chicken U.S. CEO. “Our new campaign perfectly fits this belief, as our new ads creatively show how much food can teach us about another language and culture. We are excited for our entire bb.q Chicken franchise family as we share the bb.q story with a broader audience and teach them where they can find the ‘best of the best quality’ chicken.”

The ads were created by full-service marketing agency MGH, which managed all creative and media buying for the campaign. The ads will run throughout the remainder of the year and initially run across YouTube, Google and Meta, followed by TikTok later this year and influencer marketing extensions, across all bb.q markets, to drive awareness and sales for franchisee operator partners.

The campaign targets Millennial and Gen-Z audiences, which have deeper familiarity with Korean barbecue and other Asian foods but less familiarity with Korean Fried Chicken, said Andrew Lee, senior manager of Marketing, bb.q Chicken U.S.

“The creative and media strategy of this campaign are perfectly paired to reach and resonate with our target audience, which is open to trying new flavors and is especially drawn to authentic international dining experiences,” he said in the release. “We view this campaign as a way to tap into natural consumer curiosity and interest in the food and dining experience each bb.q location can offer, and we look forward to welcoming new guests for their own personal Korean…Fried Chicken lessons.”

Established in 1995 as part of the parent company Genesis BBQ, bb.q Chicken has over 3,500 units in 22 countries, including over 250 in the U.S.

Source: https://www.fastcasual.com/news/bbq-chicken-ad-campaign-features-korean-lessons/