CJ Cheiljedang clearly impressed golf fans worldwide with its Korean food globalization brand Bibigo through the official PGA competition THE CJ CUP.
Korean food globalization brand Bibigo participates as an official sponsor of THE CJ CUP 4 years in a row
▲ THE CJ CUP NBC live stream Bibigo virtual ad
CJ Cheiljedang announced on the 19th that Bibigo has participated for 4 years in a row as an official sponsor of ‘THE CJ CUP@Shadow Creek’ (hereinafter THE CJ CUP) held at Shadow Creek in Las Vegas, U.S. for four days from October 15 to 18.
Bibigo took advantage of the fact that the competition was held in the U.S. this year due to COVID-19 and planned aggressive marketing. First, the brand assumed that there would be more households watching the game live since it is being held in the U.S. and has no time difference, and thus significantly increased brand exposure on the course.
Accordingly, there was at least double the brand exposure on the course alone compared to last year. During the live coverage, THE CJ CUP champions Justin Thomas and Brooks Koepka were found relaxing in front of the large billboard of Bibigo, which later created a buzz.
In addition, virtual advertising was applied to the shots hit by the top-ranked golfers during live stream, and Bibigo commercials were inserted in between to promote brand attention. The game was streamed live to 1 billion households in 226 countries worldwide on Golf Channel on NBC.
Plans to use ‘THE CJ CUP’ aggressively as a bridgehead to spread K-food worldwide
▲ Danny Lee, Rickie Fowler, Keegan Bradley making Bibigo mandu (from the left)
Since the event was spectator-free, the brand actively used digital content to promote Korean food. The day before the competition, top-notch golfers such as Rickie Fowler (U.S.), Sergio García (Spain), and Ian Poulter (England) participated in an event where they could make bibimbap and mandu and try using chopsticks. The event was uploaded on the PGA Tour and THE CJ CUP’s official social media account. Rickie Fowler even uploaded a video of himself making mandu on his Instagram account, which received a favorable response.
▲ Bibigo Kitchen at Player Lounge
The dining for the golfers and event staff was also used for publicity by Bibigo. ‘Bibigo Kitchen’ was set up at the venue served ‘Bibigo Hansik Lunch Box’ in the form of a meal box for their health and sanitation. Cooked by Bibigo’s professional chef, Bibigo Lunch Box offered different dishes in every meal, changing the recipes of salad, rice and Korean-style BBQ considering taste and nutrition. Over 200 people such as the players, event staff, and media personnel enjoyed the wide variety of tastes and flavors of Korean food every day.
▲ Byeong-Hun An holding up a Bibigo Hansik Lunch Box
‘Bibigo Hansik Lunch Box’ was a great hit throughout the event. Laura Neal, senior vice-president of communications for the PGA Tour, posted on the in-house board of PGA Tour: “The players are all raving about Hansik Lunch Box. They’re especially impressed by the fact that CJ brought a chef all the way from Korea to deliver the traditional flavors of Korea in an American style using Bibigo products.”
▲ Bibigo next to Shadow Creek Hole 14
CJ Cheiljedang is striving to accelerate the vision of becoming a world-class food company by taking advantage of the favorable conditions in the U.S. market, such as ‘Bibigo Mandu’s No. 1 market share’ and ‘acquisition of Schwan’s Company’. Sales of ‘Bibigo Mandu’ in the U.S. surpassed sales in Korea for the first time last year, and the cumulative sales of August 2020 are also higher than Korea, proving that the U.S. is the ‘No.1 consumer’ of Bibigo Mandu.
The acquisition of Schwan’s Company is also starting to show a clear effect. Sales of processed foods in the U.S. have grown by at least 7 times compared to before acquisition, and the company was able to secure a ‘platform to expand K-food’ with production and distribution infrastructure throughout the U.S.
“It’s really encouraging that, by participating in THE CJ CUP as an official sponsor for the last 4 years, Bibigo is growing into a global brand along with the growth of the competition,” said an official at CJ Cheiljedang. “With this year’s competition held in the U.S., we’re excited about this great opportunity to imprint the brand Bibigo in the minds of the whole world. We plan to use THE CJ CUP aggressively as a bridgehead to spread K-food worldwide.”