• by Fern Siegel , March 7, 2024

K-pop bands. Korean dramas on Netflix. The American interest in Korean culture is considerable. So why not augment that awareness with food?

That's the idea behind MGH's creative work for bb.q Chicken, a major Korean food brand.

But in the U.S., the name can be confusing. To highlight its distinctions, MGH kicked off the company's first national marketing campaign to teach Americans, in the word's of the spot: "How to speak Korean ... fried chicken."

“Although bb.q Chicken is a household name in Korea, American consumers are not as familiar with the growing brand. So we wanted to launch a campaign that addressed this knowledge gap, but also showcased its mouthwatering Korean fried chicken in an authentic and delicious way,” Dave Wassell, MGH Chief Creative Officer, told Agency Daily.

This new campaign has two spots: here and here. Its tagline: Real Crispy. Real Korean.

The spots run on YouTube and social media and will appear in upcoming influencer extensions.

The bb.q Chicken franchise was founded in Seoul, South Korea, in 1995. Today, it boasts 3,500 locations in 57 countries. There are 14 different flavors available, such as honey garlic, Caribbean spice, Galbi, a Korean classic, and hot mala.

The Baltimore-based MGH's client work includes Craftsman, Utz, Santa Monica Brew Works and 16 Handles.