No Brand Burger Launches Marketing with Self-Developed Character

Shinsegae Food announced on the 27th that No Brand Burger, operated by the company, has introduced its own characters to strengthen its unique marketing efforts.

No Brand Burger's original characters, 'Burger Burger' and 'Ssagae,' personify a burger and its paper wrapping. 'Burger Burger' is derived from the English word 'BUGER,' meaning a 'bothersome but friendly friend,' while 'Ssagae' is a Korean word referring to the paper wrapping that encloses the burger, symbolizing a character that embraces and supports friends.

No Brand Burger 'Burger Burger' and 'Ssagae'

Shinsegae Food plans to carry out various marketing activities using the new characters. Last month, they released limited-edition phone cases featuring Burger Burger and Ssagae on No Brand Burger's official Instagram, and they are applying character-themed interior designs throughout No Brand Burger stores. The exclusive brand cola for No Brand Burger will also feature Burger Burger and Ssagae, aiming to nurture their own characters.

A Shinsegae Food representative said, "Through the self-developed Burger Burger and Ssagae, we expect to increase intimacy with consumers while simultaneously raising awareness and preference for No Brand Burger." They added, "We will continue to strengthen No Brand Burger's unique marketing to establish it as a leading burger franchise in Korea."