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Amplify + Daesang Korean Food Truck Campaign
Bringing authentic Korean snack culture to curious young eaters in LA and NYC
Challenge
O’Food and Jongga are Korea’s #1 kimchi and snack food brands. As Korean flavor and cultural exports explode in global popularity, Daesang came to Amplify to introduce the two brands to the US market.
Insight + Strategy
While Korean food and flavor is becoming more popular, it tends to be relegated to the “ethnic” aisle.
To position these products as accessible and a daily part of people's weekly grocery shop, we looked to a staple of Korean street food culture: Bunsik. Tasty, affordable comfort food commonly served from food trucks, Bunsik is hugely popular and part of everyday life in Korean culture.
We decided to hit the road with a food truck tour to give consumers an easy way to spice up their daily snacking habit.
Solution
Jo’Food Korean Food Truck Campaign
Across LA and NYC, our food trucks featured Bunsik twists on the brand’s leading products, from cheesy tteokbokki to kimchi fried rice, and more. We stopped at high-traffic destinations on both coasts to introduce new audiences to Korea’s vibrant, playful, and delicious Korean snacking scene.
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