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Food Truck Campaign
Amplify + Daesang Food Truck Campaign
Challenge
As Korean food and culture explodes in popularity, get a rising generation of adventurous eaters to see O’Food and Jongga as their go-to for spicing up daily snacking habits.
Insight + Strategy
To introduce two brands, O’Food and Jongga, that are ubiquitous in Korea but are relatively unknown Stateside, infiltrate youth culture, and add a Korean twist to our audience’s everyday.
Solution
JO’Busik Truck
Jongga and O’Food aimed to move their products from the "ethnic" aisle to everyday kitchen staples in the US, making it easier for young audience foodies to spice up their meals and daily snacking habits with delicious Korean flavors.
Enter the launch of the Jongga x O’Food food truck tour across New York City and Los Angeles that brought a Korean twist to the everyday. The food truck featured Bunsik, aka addictive, affordable Korean street food from tteokbokki to kimchi fried rice, and more. We stopped at high-traffic destinations on both coasts to introduce new audiences to the vibrant, playful and tasty scene of Korean snacking culture.
The truck design was inspired by the traditional Bunsik stores of Korea and their iconic visual language, combining the two brands under one name, Jo’Bunsik.
To amplify social media buzz, we partnered with Korean American food creator Rob Li (@Broccoliraab) to create special menu items, showing how simple it is to add a Korean twist to everyday meals.
3,824
Total Footfall +10% from goal for 2024
+32%
Jongga IG Follower increase across both weekends
+25%
O’Food IG Follower increase across both weekends
2.1M
Press Impressions