From Education to Gaming... Diversifying Collaborative Marketing in the Food and Distribution Industries

[Asia Economy Reporter Lim Hye-seon] Kim Ji-yeon (26), a millennial office worker, subscribes to social channels of various food brands. When her favorite food brand collaborates, she immediately purchases to experience it. If the combination is unexpected rather than anticipated, her favorability toward the brand increases.

It is the golden age of collaboration between industries. Collaborations in the food and distribution sectors have mainly been with the fashion industry. In 2017, Nongshim teamed up with the fashion brand Eight Seconds to release Shrimp Snack T-shirts, and Binggrae’s Melona introduced Melona sneakers and slippers in collaboration with the fashion brand SPAO. The collaboration between the food and fashion industries peaked in popularity in September 2019 when the flour brand Gompyosangsa partnered with the men’s fashion brand 4XR to launch the 'Gompyopadding'.

In this environment, collaboration marketing in the food and distribution industries is becoming more sophisticated to capture consumers’ attention. It is interpreted as an industry strategy that must expand into more unique and exotic areas to target the tastes of the MZ generation (Millennials born between 1981 and 1995 and Generation Z born between 1996 and 2001), who seek fun and reject the ordinary. Recently, collaborations have extended to the education sector, as well as the gaming industry and music labels, releasing products together.

According to related industries on the 7th, CJ CheilJedang’s Hetbahn Cupbap focused on the increasing proportion of MZ generation in penetration rate (the percentage of households purchasing at least once a year) and launched the social deduction game content 'Detective Cupbanz' last April. Hetbahn Cupbap announced plans to release a 'Taste of Success' edition product in collaboration with Eduwill for more active communication with the MZ generation.

Convenience store CU collaborated with Devsisters’ mobile RPG game 'Cookie Run: Kingdom' to release eight types of Cookie Run collaboration bread and desserts. Noting that the MZ generation enjoys mobile games, this is another collaboration with the gaming industry following the partnership with the game 'The Kingdom of the Winds: Yeon' earlier this year.

CU carried out unique marketing to provide both purchase benefits and fun. For purchase benefits, the collaboration products randomly include one of 30 collectible Cookie Run character stickers, and on the back of the stickers is an event code to obtain 10 ‘Level 4 Star Candies’ that increase the experience points of game characters.

Earlier, Coca-Cola’s Sprite revealed a special collaboration as part of the summer campaign 'Coolly Reset' with the hip-hop label AOMG. Unlike collaborations with general fashion brands, this collaboration with a hip-hop label expressed swag-filled sensibility in the items. Five items were introduced: short-sleeve baseball jersey, hoodie, short-sleeve T-shirt, shorts, and bucket hat.