bb.q Chicken Teaches Americans to Speak Korean in First National Ad Campaign

By: bb.q Chicken | 0 Shares 100 Reads

March 05, 2024 // Franchising.com // FORT LEE, N.J. - bb.q Chicken today officially said “annyeonghaseyo” (“hello” in Korean) to the American dining public by launching its first national advertising campaign, with ads that teach them to speak Korean…Fried Chicken.

The centerpiece of the new campaign are two YouTube spots, Spot 1 - “Bella” and Spot 2 - “Luke”, which showcase 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 these phrases and video that showcases bb.q’s authentically Korean food preparation process, all backed by K-Pop-inspired music.

The new bb.q Chicken ads serve as an invitation for Americans to try the franchise’s superior and authentically Korean light, crispy and flavorful fried chicken -- so crispy in fact, it comes through loud and clear in the new YouTube spots. The franchise offers an extensive menu of 14 different flavor options, created with marinades delivered directly from Seoul and served on boneless and bone-in options. Other fan favorites at bb.q are K-food offerings, such as ddeok-bokki and kimchi fried rice.

The new bb.q Chicken ad campaign launched on March 1, reaching potential customers for North American bb.q locations. Bb.q Chicken’s U.S. growth also occurs amidst broader American interest in Korean food and culture, a phenomenon called “Hallyu” or the “Korean Wave” of influence in other countries. This trend is especially evident among Americans on YouTube, where K-Pop, mukbang and Korean translation videos receive billions of combined views every year, making YouTube the ideal centerpiece for the campaign’s media strategy.

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.

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. It was for this reason that bb.q Chicken launched a campaign with an educational tone.

SOURCE bb.q Chicken

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