Choi Dae-hoon also fell in love with the new 59 Rice Pizza menu, ad analysis
1. 59 Rice Pizza's New Challenge: Background of the New Menu
59 Rice Pizza has always strived to provide fresh enjoyment to consumers. This new menu is not a simple addition to the menu, but the result of innovation that reflects consumer trends and demands. Recently, as interest in healthy ingredients has increased, 59 Rice Pizza has developed a menu that combines fresh ingredients and special recipes, breaking away from the existing high-calorie pizza.
In addition, a concept that captures both fun and taste targeting the MZ generation was introduced. In particular, this advertisement used famous celebrity Choi Dae-hoon as a model to increase trust and friendliness, and his casual yet cheerful image naturally blends with the brand philosophy of 59 Rice Pizza.
2. Key points of the new menu: What is special?
This new menu of 59 Rice Pizza consists of two items: "Double Classic Cheese Bomb" and "Spicy Honey Bulgogi." Each menu stimulates consumers' curiosity with a taste and composition that are differentiated from existing pizzas.
(1) Double Classic Cheese Bomb
Blending of 4 premium cheeses from around the world: Mozzarella, Cheddar, Gorgonzola, and Parmigiano Reggiano for a deep flavor.
Dual Crust Dough: The perfect harmony of crispy exterior and chewy interior.
Special Garlic Cream Sauce: Secret ingredient that maximizes the richness of cheese.
(2) Spicy Honey Bulgogi
Using domestic grade 1 bulgogi: Selecting luxurious ingredients for a soft and rich flavor.
Spicy and sweet special sauce: A combination of gochujang and honey to capture the taste of Koreans.
Fresh vegetable toppings: Complete the balance of pizza with a crunchy texture.
These two menus offer a taste that is on a different level from existing pizzas, and are expected to satisfy both cheese lovers and consumers who enjoy spicy flavors.
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3. Choi Dae-hoon's charming acting: The story in the advertisement
This 59 Rice Pizza advertisement brings big laughter with Choi Dae-hoon's humorous acting. The advertisement story is as follows.
Synopsis
Choi Dae-hoon enters 59 Rice Pizza and orders a new menu, but falls in love with it as soon as it comes out. When he takes a bite of the first menu, "Double Classic Cheese Bomb," the cheese stretches out like a string, and Choi Dae-hoon is speechless in surprise. Then, when he tries "Spicy Honey Bulgogi," he sheds tears at the spicy taste, but comically expresses his desire to keep eating it.
At the end, Choi Dae-hoon exclaims, "This is the first time I've tasted something like this!", leaving a strong impression on viewers.
Effect of the Advertisement Conveying cheerful energy: Choi Dae-hoon's natural comic acting imprints a positive memory on consumers.
Emphasis on menu features: Visually expresses the texture of the cheese and the spiciness of the bulgogi to stimulate the desire to purchase.
Enhancing brand image: Strengthening the friendly image of 59 Rice Pizza with a young and lively atmosphere.
4. Marketing strategy: Why will this advertisement be successful?
59 Rice Pizza's marketing strategy this time is centered around "emotional stimulation + SNS diffusion."
(1) Emotional marketing
The cheerful energy delivered through Choi Dae-hoon makes consumers enjoy the advertisement. In addition, the keyword "fall in love" is used to add a romantic feel, drawing sympathy from the younger generation.
(2) SNS challenge promotion
In conjunction with the advertisement, the #59 Rice Pizza_fall in love hashtag challenge is being held. An event is being held where consumers upload photos or videos of themselves falling in love with the new menu and receive prizes through a raffle to increase participation.
(3) Food tutorial content
By releasing "59 Rice Pizza recipes to make at home" using 59 Rice Pizza's new menu on YouTube and Instagram, it is also riding the home cooking trend.
5. Conclusion: What is the future of 59 Rice Pizza?
With the launch of this new menu and advertising campaign, 59 Rice Pizza has once again demonstrated its strong presence in the pizza market. Max Hoon's interesting acting and unique menu development left a strong impression on consumers, and the marketing strategy targeting the MZ generation in particular seems to be effective.
We look forward to 59 Rice Pizza continuing to grow into a brand loved by consumers through continuous innovation.
"Fall in love with the new taste of 59 Rice Pizza!"