Play Delicious

$31M in global sales for a bibigo × Squid Game limited-edition collab. Here’s how we turned the show’s high-stakes spirit into a playful, interactive campaign that invited fans to “Play Hard, Live Delicious,” that brought the series to life at the dinner table.

Client

bibigo

ROLE

Concept

Category

360 Campaign

Project Image
Project Image

CONTEXT

CONTEXT

Squid Game became a global phenomenon, but fans lacked a tangible way to bring its excitement into their daily lives. Korean cuisine featured prominently in the series, signaling a growing global appetite for authentic flavours. The challenge was to bridge the fandom with bibigo’s products and create a meaningful, culturally resonant connection.

Squid Game became a global phenomenon, but fans lacked a tangible way to bring its excitement into their daily lives. Korean cuisine featured prominently in the series, signaling a growing global appetite for authentic flavours. The challenge was to bridge the fandom with bibigo’s products and create a meaningful, culturally resonant connection.

Project Image

MY ROLE

MY ROLE

I helped conceptualize and execute the campaign, ensuring that the messaging, visuals, and engagement mechanics reflected the energy and spirit of Squid Game while highlighting bibigo’s authentic Korean flavours.

I helped conceptualize and execute the campaign, ensuring that the messaging, visuals, and engagement mechanics reflected the energy and spirit of Squid Game while highlighting bibigo’s authentic Korean flavours.

impact

The campaign generated $31M in global product sales, 343M tracked impressions, 6M tracked engagements, and increased brand preference by +33% in the USA and +17% in Korea, successfully connecting fans with both the show and bibigo’s culinary offerings.

The campaign generated $31M in global product sales, 343M tracked impressions, 6M tracked engagements, and increased brand preference by +33% in the USA and +17% in Korea, successfully connecting fans with both the show and bibigo’s culinary offerings.

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