BIBIGO
A world of flavor,
meant to be shared.
Opportunity
Today’s foodies crave cultural integrity, nourished by the dish as well as the story behind it. We needed to dive into Korean heritage and culinary traditions to uncover the heart and soul of the brand — and give consumers a taste of sharing for real.
Situation
Bibigo, the #1 frozen food brand in Korea, wanted a seat at the modern American table. While beloved in Korea for its Mandu dumplings and other authentic cuisine, Bibigo had little to no awareness in the U.S.
Sharing the soul of Bibigo.
With the launch of Bibigo’s Mandu dumplings in the U.S. market, we created a whole new brand identity and positioning system to uniquely capture a powerful pairing: the experience of food and the feeling of connection.
“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. Upshot provided a unique perspective that helped us create a campaign to share Bibigo as more than just a frozen food brand.”
Soyoung Paik, Chief Marketing Officer at CJ Foods