CJ CheilJedang promotes bibigo rice in the US on Times Square screens
South Korean company CJ CheilJedang has launched a marketing campaign in the United States for Hetbahn ready-to-eat rice, which is sold on the US market under the name bibigo Sticky White Rice. Advertisements for the product were displayed on outdoor digital screens in Times Square and the Broadway area in New York, as well as in Los Angeles, from August 31 to September 6.
Campaign for the US market
As The Korea Herald reports, the campaign is called Sticks To Anything. It plays on the word Sticky in the product name, emphasizing the rice's texture and its ability to be paired with dishes from different cuisines.
According to the company, sales of bibigo Sticky White Rice in North America exceeded 100 million units last year. CJ CheilJedang attributes growing demand to consumers increasingly pairing ready-to-eat rice with protein products or using it in various dishes amid the healthy eating trend.
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Social media and influencers
Campaign content on the US bibigo account's Instagram and TikTok began to be published on August 19. One video, in which a large rice ball rolls through US cities, had gained more than 20 million views as of Tuesday. The company also said that the number of related Google search queries had increased more than threefold after the campaign was launched.
The campaign will run until November and consist of two stages. The first, Sticky Rice Wall, launched on Tuesday and features videos showing rice paired with Korean dishes, including samgyeopsal, bibimbap, dubu-kimchi and japchae. The second stage, Sticky Rice Tape, will begin on October 6 and will show rice alongside steak, burrito bowls and macaroni and cheese.
CJ CheilJedang also plans interactive TikTok content together with influencers, including NFL quarterback Kyler Murray and social media content creator Brooke Monk, who has about 50 million followers.
