Black-and-white chef Kim Si-hyeon's first commercial! BBQ's "Seasoning Therapy Center" concept and strategy for targeting the MZ generation.
Hello! Today, we'll be taking a deep dive into the marketing campaign featuring Chef Kim Si-hyun, aka "Baby Beast," who recently rose to stardom on the Netflix variety show "Black and White Chef: Culinary Class War," and BBQ's new product, "Bboom Chiking."
Her stunning visuals on TV captivated viewers with her fierce cooking skills and competitive spirit. Now, she's become the new face of BBQ and offers "Seasoning Therapy." Why did BBQ choose Kim Si-hyun over countless other chefs, and what strategy lies behind the unique "therapy center" concept? Let's begin our delicious analysis.
🐯 1. Model Strategy: The Parallel Theory of "Baby Beast" and "Bboom Chiking"
The selection of the model for this commercial is truly a "perfect pairing" of character and product.
Dual Duality: Chef Kim Si-hyun's nickname, "Baby Beast," signifies the coexistence of her cute appearance (baby) and powerful skills (beast). BBQ's new menu item, "Bboom Chiking," also boasts a crispy, light texture, but with a powerful and addictive seasoning flavor hidden within. The product's "looks mild, but tastes intense" ethos perfectly captures the model's persona.
A Combination of Expertise and Trends: Rather than simply using a trendy influencer, the campaign leverages the culinary authority inherent in the profession of "chef." Simultaneously, it employs a rising star in the "black-and-white chef" genre, a genre popular with the MZ generation, creating buzz through a clever two-track strategy.
🏥 2. Concept & Message: Healing through Taste, "Seasoning Therapy"
The core concept of this ad is "Baby Beast's Seasoning Therapy Center."
A Tool for Stress Relief: For modern people, spicy or stimulating flavors are not just a simple meal; they are a means of relieving stress. The ad defines the act of eating "Bboom Chiking" as a "therapy" process that lifts moods from depression or boredom.
Dopamine Marketing: The visual effect of the powder popping and the crunchy sound generate an immediate sense of pleasure, or "dopamine." Chef Kim Si-hyun's presentation of the chicken, as if prescribing a prescription, offers a clear solution: "Eat this and you'll feel better."
🎨 3. Visual & Wardrobe: A Pop Art-inspired Laboratory
The "therapy center" setting for the ad isn't a cold hospital, but a colorful, kitsch space.
Color Marketing: Vivid colors like purple, orange, and yellow, reminiscent of the colors of Bboom Chicken's seasoning powder, fill the screen. This stimulates the visual appetite while also highlighting the brand's youthful and hip image.
Chef Styling: Chef Kim Si-hyun appears in a neat white chef's uniform, emphasizing her professionalism. However, the pop of color in the background and her signature refreshing expression create a lighthearted, cheerful atmosphere. In particular, the scene where he takes a bite of the chicken and his eyes widen visually maximizes the character of "Baby Beast."
🎵 4. Sound & ASMR (Sound): Seasoning that Stimulates the Auditory Senses
The key point to note in this ad is the sound design.
Seasoning Sound: The sound effects, such as powder "pitter-patter" falling or "pop-pop" bursting on the chicken, stimulate the viewer's imagination and make their mouths water.
Upbeat BGM: The bouncy background music matches Chef Kim Si-hyeon's lively movements, heightening the tension of the ad. The "Boom! Boom!" sound effect is used as a sonic branding device to repeatedly imprint the product name, "Boom Chicken."
🎯 5. Target Analysis: The Jalpa Generation, Enthusiastic about "Seasoning Chicken"
This ad clearly targets the Jalpa Generation (Generation Z + Generation Alpha).
Powdered Chicken Preference: Targeting the tastes of the 1020 generation, who prefer powdered seasoned chicken (Sprinkle Chicken) like Ppurinkle over traditional seasoned chicken.
Short-Form Friendly Directing: The short 30-second video features rapid cut transitions, vibrant colors, and the meme-worthy "Baby Beast" character, following the grammar of a generation accustomed to short-form content like TikTok and Reels.
Fandom Consumption: Chef Kim Si-hyun's fan base, formed through "Black and White Chef," voluntarily shares the ad and orders the menu items, a form of fandom marketing.
📈 6. Marketing Implications: BBQ's Young Challenge
BBQ, which has previously focused on the strong classic "Golden Olive," has introduced the trendy "Ppom Chicken" as a sign of its intent to shake up the "seasoned chicken market" dominated by competitors.
The timing of putting Kim Si-hyun, the hottest chef in town, at the forefront of this challenge was perfect. It effectively shed the perception that "even seasoned chicken can be cooked when a chef makes it," effectively shedding the junk food image and embedding a premium image.
📝 Conclusion: How are you feeling today?
The [BBQ Bboom Chicken King X Kim Si-hyun] ad conveys the simple truth that "delicious food is the best comfort" in a trendy way.
If you need a refreshing boost from your boring daily life, how about a slice of "Bboom Chicken King" prepared by the ever-present chef Kim Si-hyun? We're excited to see what kind of new sensation this collaboration, as passionate as the black-and-white chef, will bring to the chicken market.
This concludes our review of the BBQ ad, analyzed from a marketer's perspective. We'll be back with another delicious brand story in our next post!
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