CJ CheilJedang identified Europe (EU) as a new strategic overseas market to expand the influence of K-Food and its bibigo brand following the launch of its French subsidiary. To strategically enter the European market, CJ CheilJedang leveraged the Paris Olympic Games 2024 to launch a PR campaign aimed at increasing brand awareness and preference for bibigo products among both retail buyers (B2B) and consumers (B2C) in key Western European countries, primarily France, the UK, Germany, and the Netherlands.
Prain Global developed and executed an integrated PR strategy that featured a bibigo brand activation booth, located within Team Korea House’s national promotional pavilion during Paris 2024. Inspired by Korea’s traditional Si-Jang (street market), the experiential booth, along with the launch of CJ Foods France, served as key campaign drivers.
To maximize PR results during the limited duration of the games, Prain Global implemented a two-track PR strategy targeting both B2B and B2C audiences. The B2B communication strategy focused on showcasing bibigo’s quality, enhancing its product competitiveness among mainstream retailers with the goal of expanding distribution channels. Meanwhile, the B2C communication strategy aimed to attract local foot traffic (Parisians and European travelers) to Team Korea House and the bibigo Si-Jang, thereby boosting brand awareness and preference.
Aligned with these B2B and B2C communication objectives, the campaign featured targeted media outreach, including a media conference focused on four key European markets. A K-cuisine cooking class was followed shortly after, inviting French journalists to explore the world of K-food and culture, with bibigo at the forefront of K-food globalization. To engage B2B audiences, traditional media PR efforts included placements in broadcast media and retail magazines, while B2C communications featured branded content in lifestyle magazines and influencer-driven PR.
Prain Global’s strategic media campaign resulted in significant media exposure, including three live TV news segments, interviews on Bloomberg, and features on popular French talk shows such as 5TV’s 'C à vous' and BFM TV. Overall, the campaign secured 11 broadcast placements, 256 articles, and social media content that generated a total of 333.5 million media impressions.
The bibigo Si-Jang attracted 64,569 visitors over 17 days, with the daily limited 500-serving bibigo combo menu selling out in an average of four hours, totaling 7,700 servings sold over the span of three weeks.
Additionally, the campaign achieved its B2B objectives by securing contracts with major French retail channels, helping bibigo establish a foothold in the European market and laying a strong foundation for future growth and competitiveness.