Recently, the chicken industry has seen a fierce advertising battle centered around high-profile celebrity models, becoming a hot topic of discussion. Amid this trend, Mexicana, the original creator of cheese chicken, is drawing attention in the advertising world with a unique approach.
This refers to the advertisement video for "Chifilling Hot," a new product category launched in March as an extension of Mexicana's mega-hit product "Chifilling." Unlike competitors who focus their advertising primarily on celebrity models, Mexicana's campaign highlights the product's inherent features. This strategy aims to deepen customer understanding of the product, foster a sense of connection, and stimulate purchase desire by focusing on the product itself.
Despite using ordinary people as models, the campaign has been praised for maximizing advertising effectiveness without big-name celebrities. The ad employs the concept "Let's stretch it! Make it hot!" and creatively uses both the characters and settings to play on the dual meaning of mozzarella cheese's stretchy quality, which is the product's main ingredient.
Additionally, the advertisement stands out by featuring everyday activities such as climbing and badminton as its backdrop, infusing a sense of seasonal vibrancy. This approach allows viewers to associate the product's characteristics with familiar, active scenarios, making the content more relatable.
Mexicana Chicken's popular product "Chifilling Hot" has established the brand as "the original cheese chicken" and has generated significant buzz since its launch, even causing a so-called "shortage phenomenon." This product is an innovative, spicy twist on the brand's best-selling "Chifilling," offering a trendy level of heat that had never been experienced before. Introduced in March as Mexicana's ambitious new entry into the chicken market, "Chifilling Hot" features a Cajun-style, spicy and crispy crumble paired with smooth, savory 100% natural mozzarella cheese, allowing anyone to enjoy its unique spicy flavor without hesitation. Notably, each order comes with three different sauces?olive branch ring, deep cheese ring, and hot fire salsa ring?so customers can enjoy a variety of flavors according to their preferences. This variety continues to receive enthusiastic responses and consistently stimulates customer demand.
Kim Yonguk, Head of Marketing at Mexicana, stated, "Amid the ongoing 'big model competition' in the chicken market, rather than presenting ourselves in a conventional and uniform manner, we wanted to focus on delivering the message of the product itself?'Chifilling Hot'?in a way that matches its original concept by boldly breaking away from the norm. That's why we created an advertisement video that focuses solely on the product, without hiring a celebrity model. I hope this advertisement will serve as an opportunity to communicate more deeply with customers about the 'Chifilling Hot' product itself. We ask for your continued interest in Mexicana and 'Chifilling Hot,' as well as your support through purchases."
Meanwhile, the "Chifilling Hot" advertisement video from Mexicana Chicken can be viewed on Mexicana's official YouTube channel, as well as on terrestrial TV channels and OTT platforms.
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