CJ's Bibigo unveils new slogan 'Live delicious'
A group of people enjoy Bibigo foods at CJ CheilJedang's studio in Bangkok, earlier this year. Courtesy of CJ CheilJedang
By Kim Jae-heun
CJ CheilJedang, the country's largest food firm, launched a new slogan “Live delicious” for its traditional Korean food brand Bibigo in countries around the world including the United States, China, Japan and Thailand, the company said Wednesday.
If CJ had aimed to strengthen ties with consumers with its previous slogan “A meal with sincerity,” it now plans to focus on interacting with young consumers with its new slogan.
The company, in particular, will convey the role of Bibigo products and its brand value that pursues “delicious life” in various situations such as family gatherings, dinners with friends and even busy days at work.
“Through this campaign, we hope to share Bibigo's brand value with as many global consumers as possible, who seek 'more delicious and enjoyable' experiences in their lives,” a CJ CheilJedang official said.
The company will also carry out various marketing activities in different territories according to their regional cultures and Bibigo's brand identity there.
In Korea, CJ plans to hold an outdoor event “Bibigo Picnic Table,” where people can enjoy the company's products with their family and friends. In the United States, it will use a sponsorship deal with the LA Lakers, an American professional basketball team based in Los Angeles, to promote Bibigo's products. CJ established an official partnership with the LA Lakers in 2021 as a sponsor.
In addition, the company will hold a lucky draw to provide flight tickets to consumers in Japan who purchase Bibigo products. Bibigo will also send food trucks to numerous festivals in Japan.
In Europe, CJ plans to promote a variety of food products such as dumplings, chicken and kimchi, mainly centered in the United Kingdom, to increase brand awareness of Bibigo there.
It will open pop-up stores and pop-up booths for Korean street foods in Thailand, where the company introduced its food business early this year.