CJ CheilJedang announced on September 10 that it will conduct a global campaign, 'Sticks To Anything,' to promote its 'Haeppang Sticky White Rice' in the United States through both online and offline channels until November.
As part of the campaign launch, advertisements for Haeppang Sticky White Rice were displayed on major billboards in New York's Times Square, Broadway, and downtown Los Angeles from August 31 to September 6 (local time).
In the U.S., Haeppang Sticky White Rice is marketed under the name 'bibigo Sticky White Rice.' Last year, sales of Haeppang Sticky White Rice in North America surpassed 100 million units.
The campaign draws inspiration from the term 'Sticky' in the product name, conveying the rice's chewy texture and its versatility with various dishes, encapsulated in the slogan 'Sticks To Anything.'
Online content for the campaign has been released since August 19. A teaser video shared on bibigo USA's official Instagram and TikTok features a giant ball of rice rolling through Houston and downtown Texas. As of September 8, the video has garnered over 20 million views within three weeks of its release. Additionally, Google searches for related keywords, including bibigo, have increased more than threefold since the campaign began.
The campaign will unfold in two phases until the end of November. The first phase, launched on September 8, includes five pieces of content titled 'Sticky Rice Wall,' showcasing Haeppang Sticky White Rice paired with Korean dishes such as pork belly, bibimbap, tofu kimchi, and japchae. On October 6, five additional pieces of content, 'Sticky Rice Tape,' will be released, focusing on American food culture. This content will visualize 'Sticky' in the form of tape and introduce Haeppang Sticky White Rice paired with familiar local dishes like steak, burrito bowls, and mac and cheese.
Content featuring NFL player Kyler Murray and influencer Brooke Monk, who has approximately 50 million followers, will also be released sequentially. TikTok will host interactive content allowing consumer participation.
A representative from CJ CheilJedang stated, 'It is meaningful to promote the quality and appeal of Haeppang Sticky White Rice through iconic platforms like Times Square in New York. We will continue to strengthen our position as a leading global K-food brand through marketing activities tailored to local consumer lifestyles and trends.'
Haeppang, launched in 1996, is Korea's first shelf-stable instant rice brand, celebrating its 30th anniversary this year.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.