New bibigo creative reveals explosive flavour of Seaweed Snacks range


CJ CheilJedang Foods-owned bibigo, Korea’s number one food brand, has launched a major new multichannel campaign to launch its Seaweed Snacks range in the UK.

The push, “The Art of Explosive Flavour”, was developed in partnership with creative agency Art of the Possible.

As part of bibigo’s broader strategy to become one of the UK’s leading Asian food brands, the campaign introduces its Seaweed Snacks range to UK consumers, aiming to land its key differentiators as a convenient, intense-flavoured Korean snack.

Bibigo flavours

Based on Art of the Possible’s research into consumer tastes, the push seeks to engage with people who want to “up their snack game” and replace more traditional savoury snacks such as crisps with something more exciting.

For these consumers, flavour is king, with other factors such as health and provenance coming a distant second.

The new campaign, “The Art of Explosive Flavour”, capitalises on this desire for more innovative, flavourful snack options, dialling into the fact that centuries of care and perfection have gone into Korean cuisine, meaning that it delivers a bigger, better flavour.

The push brings to life the practice and passion have been put into bibigo Seaweed Snacks, dramatising how the second you open the pack and take a bite, the flavour explodes and overtakes you, bringing colour, excitement and intense sensory enjoyment.

This is visualised across various media with an abstract representation of a flavour burst, incorporating elements of Korean design, and bold shapes and colours that convey the rich tapestry of taste delivered by the snack.

With bold illustrations by artist Michael Arnold, the campaign embodies the modern Korean style of the bibigo brand as well as its fun, energetic nature.

A series of film executions depict people enjoying bibigo Seaweed Snacks in a variety of scenarios, including at work, post-sport, and during an evening at home.

In each of these we see an individual going about their mundane day-to-day life, accompanied by muted colours and monotonous sounds.

As the central character takes out a Seaweed Snack and bites into it, colours, shapes and ingredients burst forth engulfing the scene and the protagonist, and upbeat music takes over. The main character’s face is overcome with joy.

Campaign activity is running across digital-out-of-home, press, digital, social, influencer and point-of-sale channels in the UK, as well as in Germany.

The brand will also host a pop-up in Shoreditch in November.

Bibigo’s Seaweed Snacks range is currently stocked by ASDA and Ocado, as well as in specialist supermarkets.

Hank Shin, Head of UK Business, CJ CheilJedang Foods, said: “We know that the UK is a nation of snackers, with 80% of people snacking multiple times a day. Despite this, many people continue to eat the same old uninspiring things, even though they’re open to trying something new.

“We want bibigo to become the snack of choice for those seeking something different and full of flavour, and this new campaign brings to life the intensity and excitement offered by our products.

“We can’t wait to see how consumers respond.”

Kat Patterson, Managing Director, Art of the Possible, added: “This campaign is truly rooted in audience insight and research, having undergone multiple rounds of testing with our target market.

“Thanks to a close collaboration between Art of the Possible and artist Michael Arnold, the nuances of flavour, style and modern Korea shine through in our creative executions.

“Michael’s original drawings and animation really communicate the sensations of taste and excitement through the video medium, an incredibly challenging thing to do but one delivered with great impact.”