CJ CheilJedang is stepping up its US marketing for Hetbahn instant rice with a campaign spanning Times Square billboards, social media and influencer partnerships.
Sold in the US as “bibigo Sticky White Rice,” the product surpassed 100 million units in North American sales last year. Demand has grown as consumers increasingly pair ready-to-eat rice with protein or incorporate it into a wider range of meals amid the wellness trend, according to the company.
CJ CheilJedang launched the “Sticks To Anything” campaign to broaden awareness of the product among US consumers. From Aug. 31 to Sept. 6, advertisements appeared on outdoor screens in New York’s Times Square and Broadway district, as well as in Los Angeles.
Playing on the word “Sticky” in the product’s US name, the campaign highlights both the rice’s texture and its versatility with different cuisines.
The company began releasing campaign content through bibigo USA’s Instagram and TikTok accounts Aug. 19. One video showing a giant ball of rice rolling through US cities had attracted more than 20 million views as of Tuesday. Related Google searches more than tripled following the campaign’s launch, the company said.
The campaign will run through November in two phases. The first, “Sticky Rice Wall,” launched Tuesday with videos pairing the rice with Korean dishes including samgyeopsal, bibimbap, dubu-kimchi and japchae.
The second phase, “Sticky Rice Tape,” will begin Oct. 6. Using adhesive tape as its visual motif, the content will pair the rice with familiar US dishes such as steak, burrito bowls and macaroni and cheese.
CJ CheilJedang will also work with influencers on interactive TikTok content to encourage consumer participation. Planned collaborations include NFL quarterback Kyler Murray and Brooke Monk, a social media creator with about 50 million followers.
“We will continue developing campaigns tailored to local lifestyles and consumer trends to strengthen our position as a leading K-food brand,” a CJ CheilJedang official said.
jyoungseon8@heraldcorp.com
