While Bibigo was one of Korea's best selling frozen food products, in the States the brand—and the term "mandu"—was little known. Our plan was to bring Korean food culture to American tables by tapping into our consumer's passion for shared experiences. We kicked things off with a series of :30 and :15 TV buys and drove sampling by partnering with PostMates so consumers could send this highly sharable food to someone they would mandu with if the pandemic hadn't been keeping them apart. Energetic, city-specific six-second bumpers, social ad buys and PostMates pushes had this activation selling out in minutes which gave thousands of consumers the opportunity to share more than food— but rather share life in every bite. 

CCO : Suzanna Bierwirth

Creative Director : Kat Tushim

Writer : Sue Vering 

Photographer/Director : Dan Goldberg

Editor : Simon Reinert