CJ's Bibigo launches new global campaign

South Korean food giant CJ CheilJedang Corp.'s flagship brand Bibigo is engaging with consumers worldwide through a new campaign.

The company announced on Wednesday that it has launched a global campaign with Bibigo's new brand slogan "Live delicious," simultaneously in South Korea, the US, Japan, Europe, China, and Thailand.

The campaign video, conveying the key message "Life tastes bibi-better when you live delicious," was also released.

While the previous campaign strengthened the connection with consumers through the slogan "A meal made with sincerity," the latest campaign actively communicates with young generations, including Gen Z.

Especially highlighting the role and 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 consideration of the differences in culture and brand awareness in each country, diverse marketing activities will be carried out.

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 operations, Bibigo plans to run pop-up booths and stores centered around K-street food like Bibigo tteokbokki.

Write to Kyeong-je Han at hankyung@hankyung.com