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Marrybrown redefines meaning of ‘Korean hot chicks’ (not the ones in Gangnam)

If you are a fan of chicken wings and Kpop, you are in for a treat. To draw attention to its latest Korean Hot Chicks Sensation menu, Marrybrown created a Kpop-inspired music video. The four girls in the video were singing and dancing to the lyrics, which read “Korean hot chicks are so hot wei. Not the ones in Gangnam, we are talking about Marrybrown”. In this case, the term “Korean hot chicks” refers to Marrybrown’s latest hot chicks burger combo and hot chicks drumlettes combo. Besides having red coloured buns, the combo also comes with kimchi fries.

The video garnered about 1.6k reactions, 356 comments and 308 shares at the time of writing. Netizens’ reactions were mainly positive, with some complimenting the video and commenting that Marrybrown is “stepping up its ads game”. Meanwhile, others were eager to try out the new products.

In a statement to A+M, brand manager Lynn Low said consumers expect a new menu almost every month when it comes to the QSR category. Hence, the company decided to create a menu that truly resonates with the market and generates excitement. She said:

Consumers today do not want to see just an ad. They value entertainment and follow brands that can provide entertaining content.

“That’s our approach to this campaign and the outcome of our collaboration with our creative agency, MullenLowe, is an entertaining content that looks exactly like a Kpop music video,” Low added. Besides MullenLowe, BPN and Graph Studio also worked with Marrybrown for this campaign.

Marrybrown is taking on a digital-first approach when marketing the Korean Hot Chicks Sensation by creating hype on on social media to increase footfall to its stores. The campaign is also supported by social media content, a TVC, in-store collaterals and several other activations, Low told A+M.

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