Genesis BBQ Group announced the launch of its new menu item, 'Feel Crunch,' which emphasizes a sweet and savory flavor along with a crispy texture. The campaign features global model Felix, who appears in the accompanying advertisement.
The Feel Crunch was designed with international consumers in mind, launching simultaneously in South Korea and the United States, with plans for a phased rollout in other countries worldwide. The product features a caramelized onion sauce that adds sweetness and umami, complemented by roasted glutinous brown rice flakes and breadcrumb toppings for a crunchy texture.
To coincide with the new menu launch, the first advertisement featuring Felix will also be released. The ad showcases the product's creation process, including scenes of Felix biting into the chicken and the accompanying crunch sound, conveying the message of 'a sweet and savory crispy chicken like no other.' The video will be released across various channels, including TV, YouTube, and social media.
A BBQ representative stated, "Feel Crunch offers a unique taste experience with a sweet and savory sauce and fun toppings, setting it apart from existing menu items. We expect that our collaboration with global model Felix will help convey the appeal of premium K-chicken to consumers both domestically and internationally."
Currently, BBQ operates over 800 stores in 58 countries, including the United States.
* This article has been translated by AI.
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