CRISPY TASTE, CRISPY SOUND

Campaign Background:
Korea has a unique and profound relationship with chicken, a staple that holds a special place in its culinary culture. In fact, a recent survey from 2023 revealed that chicken restaurants are the second most popular franchise in the country, boasting an impressive 29,423 establishments, following closely behind the 39,868 Korean food restaurants. This love for chicken is reflected in the remarkable statistic that the average Korean, particularly those with a strong affinity for the dish, consumes around 26 chickens per person each year. This overwhelming passion has led to Korea being affectionately dubbed the "Chicken Republic," highlighting the fierce competition among chicken vendors.

Against this vibrant culinary backdrop, CJ CheilJedang introduced an innovative frozen chicken product named Gourmet Sobaba Chicken on April 24. Despite its launch, the company faced a significant hurdle: the widespread perception among Koreans that frozen chicken is synonymous with inferior quality. A critical component of this perception is the quest for a satisfying "crispy texture," as many have experienced traditional frozen chicken that failed to deliver on this front. An internal survey conducted by the agency uncovered that a considerable number of respondents expressed skepticism, stating, "Frozen chicken is unlikely to be crispy."

However, what sets Gourmet Sobaba Chicken apart is its distinctive cooking method, designed specifically to achieve an optimal level of crispiness that rivals that of freshly prepared chicken from restaurants. The campaign surrounding Gourmet Sobaba Chicken is meticulously crafted to dismantle the entrenched belief that frozen chicken lacks the desired crisp texture. Through effective messaging and engaging marketing strategies, the goal is to showcase this new product’s superior quality and delicious crunch, positioning it as a worthy alternative to dine-in chicken meals.

Campaign Idea:
The centerpiece of our campaign was the irresistible 'crispness' of Gourmet Sobaba Chicken. This characteristic plays a crucial role in how consumers differentiate between charming chicken restaurants and ordinary frozen chicken. We discovered that the sensation of crispness is deeply tied to sound, which allowed us to explore an innovative angle—auditory stimulation. The louder and more pronounced the crispness, the more inviting it becomes.

To bring this idea to life, we produced engaging films aimed at our key demographic—individuals in their 20s. In these cinematic vignettes, we showcased the crispness of Gourmet Sobaba Chicken by intertwining it with moments of romantic tension. Imagine a girl gathering her courage to confess when a loud, satisfying crack interrupts the intimate moment, shattering the atmosphere.. This distinct sound continues to disrupt various love confessions, creating a series of amusing scenarios where romantic plans are playfully thwarted. The overarching message is clear: Gourmet Sobaba Chicken not only elevates the experience of crispness but also whimsically steals the spotlight from even the most heartfelt confessions of love.

Over the course of over a month and a half, our carefully crafted advertisements captured the attention of our audience, forging an effective and memorable connection between Gourmet Sobaba Chicken and its alluring crispness. The campaign succeeded in making crispness the star of the show, leaving a lasting impression that resonates with our consumers.

Results:
The campaign achieved an impressive milestone, recording a remarkable 54% increase in inquiries about products before and after the launch. On Korea's leading portal, Sobaba Chicken experienced a significant surge in popularity, climbing to approximately 120th position in searches related to frozen and simple cooking foods.

Audiences have been actively engaging with the film's storyline, sharing their enthusiastic reactions such as “It’s so entertaining,” “I can't wait for the next episode,” “The food looks crisp and delicious,” “I find myself craving a bite,” and so on.

Moreover, the positive buzz surrounding the campaign is continuously expanding across social media platforms. It has garnered more than 70,000 responses on X and within various fan pages, showcasing the widespread excitement and interest generated by this initiative.