[Asia Economy Reporter Moon Hyewon] As offline marketing becomes difficult due to the prolonged COVID-19 pandemic, pizza brands are focusing on hiring promotional models to strengthen their connection with customers.
According to the industry on the 11th, Pizza Alvolo recently selected actor Song Kang as its new brand model.
Song Kang is a rising star who has established himself as a lead actor through active roles in Netflix original series such as "Love Alarm" and "Sweet Home," as well as TV dramas like "Navillera" and "Nevertheless."
Pizza Alvolo plans to inject freshness into its brand image through Song Kang's bright and youthful image.
Pizza Hut recently released a "Pizza Hut Is Back" campaign video featuring comedian Jung Jae-hyung, who is active in the YouTube channel Psik University’s content "Class of 05 Is Back."
Jung Jae-hyung’s alter ego, top model "Jung Jae-hyuk," humorously introduced Pizza Hut’s menu in the video with the catchphrase "Oh, you’re here?" The campaign effectively raised interest by appropriately utilizing the traditional brand image alongside the retro-style model image popular among the MZ generation.
Bistro Pizza selected volleyball player Kim Yeon-koung, the emotional hero of the 2020 Tokyo Olympics known as "Sikbbang Unni," as its model.
Bistro Pizza explained that since it started as a small shop and recently surpassed 100 franchise stores, the brand’s growth story aligns with Kim Yeon-koung’s journey?from sitting on the bench as a small child to becoming a world-recognized volleyball player?leading to her selection as the model.
Cheongnyeon Pizza also targeted the MZ generation, a new consumer group gaining attention, and chose Taeyeon from the girl group Girls’ Generation as its new face to promote the bright image contained in the brand name.
Cheongnyeon Pizza plans to conduct active marketing using the new model through various mass media channels, including TV and radio.
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