bb.q Chicken—which stands for “best of the best quality”, not barbecue—is the leading chain of fried chicken restaurants in South Korea. They’re headquartered in Seoul, have been in business for 25+ years, and have thousands of stores worldwide, but to Americans they were still unknown. In December 2021, bb.q hired MGH to redefine their brand for American consumers and lead the marketing efforts for US sales and franchise development. By June 2023, bb.q was one of the fastest growing restaurants in the nation.
To reduce confusion surrounding their name, we created two taglines. One for the outside of every store: “Korea’s Finest Fried Chicken.” and one for brand marketing materials: “Real Crispy. Real Korean.”
These taglines were part of a 100+ page brand book that also included a positioning strategy, tone-of-voice guidelines, and an internal manifesto. Since then we’ve provided non-stop marketing support via weekly emails, menu design, dish descriptions, influencer outreach, and—coming in 2024—their first national advertising campaign.
To see what else we’re cooking, follow bb.q on Instagram or check out their website.
Art Direction by Ashley Abbott.