CJ CheilJedang is expanding its global marketing efforts in the U.S., focusing on its bibigo Sticky White Rice product.
The company announced on Thursday that it will be running the Sticks To Anything campaign both online and offline in the U.S. through November. From August 31 to September 6, they showcased eye-catching advertisements for bibigo Sticky White Rice on digital billboards in prime locations, including New York’s Times Square and downtown Los Angeles.
In the U.S. market, Haetban Baekmi is sold under the name bibigo Sticky White Rice. Last year, it sold over 100 million units in North America alone. The product’s success can be attributed to the growing trend of consumers seeking rice as a carb alternative to bread or pasta, as well as the increasing popularity of pairing instant rice with various meats and dishes.
This clever campaign plays on the Sticky in the product name, highlighting both the rice’s unique, chewy texture and its versatility in pairing with any dish. CJ CheilJedang’s strategy aims to position bibigo Sticky White Rice not just as a side for Korean cuisine, but as a staple for everyday American meals.
The online buzz is already building. A teaser video released on bibigo USA’s official Instagram and TikTok on August 19 racked up over 20 million views in just three weeks. Since the campaign kicked off, Google searches for bibigo and related terms have more than tripled.
CJ CheilJedang is set to release a series of mouthwatering campaign videos from September through October. This month, they’re serving up five videos featuring bibigo Sticky White Rice paired with Korean favorites like samgyeopsal (sizzling pork belly), bibimbap (mixed rice bowl), tofu kimchi, and japchae (stir-fried glass noodles). Next month, they’ll dish out five more videos showcasing the rice with American classics such as steak, burrito bowls, and mac and cheese.
To amp up the star power, the company is collaborating with National Football League (NFL) quarterback Kyler Murray and social media sensation Brooke Monk on some seriously appetizing content.
A spokesperson for CJ CheilJedang dished that they’re committed to cementing the position as a leading global K-food brand through innovative marketing that resonates with local tastes and trends.