[Ad Review] Puradak X Ahn Sung-jae: Why Did a 3-Star Chef Choose Delivery Chicken? (Marketing Analysis)
Hello! Today, we'll be taking an in-depth look at the "Mayopino (Gochu Mayo)" commercial from [Puradak Chicken X Chef Ahn Sung-jae], a hot topic in the Korean F&B marketing market.
Ahn Sung-jae, Korea's only three-star Michelin chef, created a sensation with his meticulous and detailed approach to food review on Netflix's "Black and White Chef." The fact that he chose a "delivery chicken" brand rather than a fine dining restaurant as his first advertising model created a huge buzz.
What new brand value did Puradak want to convey beyond the label of "luxury chicken"? And what was Chef Ahn's intention behind his performance in this 30-second commercial? Let's take a close look through the lens of a marketing strategist.
👨🍳 1. Model Strategy: Borrowing an Absolute Authority on "Taste"
Puradak has successfully established a "luxurious visual" and "sophisticated image" by employing actor Jung Hae-in for a long time. However, with the chicken market becoming increasingly competitive, the time has come to go beyond image and prove "overwhelming taste quality."
Here, hiring Chef Ahn Sung-jae is a masterful move.
Authority Transfer: Chef Ahn Sung-jae possesses an unparalleled palate, discerning everything from the "doneness of vegetables" to the "intention of a dish."
For him to nod in agreement after trying Puradak chicken is like earning the powerful seal of approval: "a taste approved by a Michelin three-star chef."
Unexpectedness: The combination of a snobbish fine-dining chef and a popular delivery food item is newsworthy in itself. The impact created by this "gap" difference is enough to pique consumers' curiosity.
🎬 2. Creative Analysis: A monologue from a gourmet, not a judge
The commercial begins with a tense atmosphere reminiscent of a black-and-white chef judging scene. However, a closer look reveals that this depicts a "pure gastronomic moment," not a judging scene.
Direction: The video avoids flashy CG or unnecessary background music, focusing solely on Chef Ahn Sung-jae's facial expressions, the sound of him biting into the chicken (sizzle), and his monologue. Close-ups capture the chef's subtle facial expressions, enhancing the authenticity.
Copy: Comments like "It's cooking" and "Beyond chicken, cooking" are delivered in Chef Ahn Sung-jae's signature calm and serious tone. Scenes reminiscent of the "harmony of ingredients" and "balance of sauces" he emphasized on TV create an immersive experience, as if they were listening to a cooking evaluation, rather than watching an advertisement.
🌶 3. Product Analysis: Why "Mayopino (Gochu Mayo)"?
The strategic choice of "Mayopino (Gochu Mayo)" among the numerous menu items is also crucial.
Flavor Balance: This dish, combining the richness of mayonnaise with the spiciness of jalapeños, boasts a complex flavor profile. Rather than simply fried chicken or seasoned chicken, this dish is ideal for chefs to explore the layers of flavor.
Redefining the Signature: By highlighting this long-standing Puradak dish through Chef Ahn Sung-jae, the strategy solidifies the brand's premium image, proclaiming, "This dish isn't just spicy and rich, but a perfectly balanced dish that even a chef would approve of."
🎯 4. Target Analysis: Gourmet Nomads Who Value "Value for Money"
This ad goes beyond the typical chicken-loving crowd, targeting a more specific audience.
Netflix Viewers in Their 20s and 40s: Generations MZ and X, the driving forces behind the "Black and White Chef" craze, are familiar with Chef Ahn Sung-jae's memes and style. For them, this ad is consumed as a form of "content," generating spontaneous virality on social media.
Gastronomers: These consumers prioritize quality even when ordering a single delivery meal and yearn for a "fine dining" experience. They trust Chef Ahn Sung-jae's choices and inspire a desire to "experience what that chef has eaten."
Consumers with Price Resistance: As chicken prices rise to the 20,000-30,000 won range, price resistance among consumers has grown.
Puradak uses the chef's image to offer a persuasive argument: "This price isn't expensive, but rather reflects the value of the dish."
👔 5. Wardrobe: The Power of a Signature Suit
Chef Ahn Sung-jae's attire in the ad is an extension of the image he portrays on TV.
Classic Suit: The clean, flowing suit fit and neat hairstyle visualize his "perfectionist" persona. By wearing a suit, rather than a chef's uniform, the video emphasizes his position as a "classy gourmet who appreciates and appreciates flavors," rather than someone who works in the kitchen.
Purple accents: Puradak's brand colors of black and gold, along with subtle accents like a chef's tie and a handkerchief, likely aimed at creating harmony with the brand. (Alternatively, the video's overall tone is maintained in the brand's deep black to maximize the sense of luxury.)
📈 6. Marketing Implications: From "Prada" to "Michelin"
While Puradak's initial branding strategy was to "upscale packaging" through premium packaging (dust bags) reminiscent of luxury fashion brand Prada, this campaign with Chef Ahn Sung-jae is a declaration of "upscale essence (taste)."
"It's not just the packaging that's flashy, the taste is truly exquisite."
To convey this message, no model could have been more suitable than Chef Ahn Sung-jae. This rare, masterful ad doesn't simply consume the model's buzz, but rather, through the model's own words, most persuasively conveys the brand's long-held philosophy of "chicken that tastes like a dish."
📝 Conclusion: 30 Seconds of Fine Dining, Taste the Intention
The [Puradak X Ahn Sung-jae] ad is more than just a commercial; it's a statement of the brand's confidence.
Like his catchphrase, "It's evenly cooked," this marketing campaign seems to have perfectly mastered the strategy, from brand image and model to targeting. If you're curious about the flavor intentions Chef Ahn Sung-jae acknowledged, why not order Puradak Mayopino tonight?
This concludes our review of Puradak's ad, analyzed from a marketer's perspective. We'll be back with more trendy brand insights next time!
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