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 define 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.
We built the US brand on two taglines: “Korea’s Finest Fried Chicken.” and “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 designs & descriptions, influencer outreach, and national advertising campaigns.
We even introduced the brand (and their mascot, ChiBBoQ) in Times Square.
Art Direction by Ashley Abbott.