To break away from the old brand image, we had to come up with a new way to communicate with the core target consumer group, the MZ generation(Millennials + Z generation).

So, we planned this project to promote the brand through improving direct communication with consumers by expanding the contents of CJ CheilJedang's YouTube channel, 'No.1 Taste' which is gaining huge popularity among the MZ generation consumers and by connecting the channel to a pop-up store where people can experience various things about the contents.

The core and main idea of the No.1 Taste Restaurant is the ‘Woo-Zoo BOONG-UH(Space Boong-Uh Bbang)' itself. 'Woo-Zoo BOONG-UH(Space Boong-Uh Bbang)' is a dessert that is uniquely transformed from the fish-shaped cake, the most popular street food in Korea, and it is filled with materials made entirely from the products of CJ CheilJedang.

We developed 'Woo-Zoo BOONG-UH(Space Boong-Uh Bbang)' with six different colors and flavors, so that consumers can naturally discover brands and products with a wide range of hidden fillings of it.

Consequently, consumers were able to gain positive and interesting experiences about the brands through the process of tasting brand-new but familiar desserts themselves, unaware of the details of the brands.

We opened a pop-up store in Seongsu-dong, one of the most visited places in Seoul, Korea by the MZ(Millennials & Gen-Z) consumers. In terms of getting a lot of foot traffic in there, we could make the event the biggest issue and achieve cost effectiveness in advertising at the same time.

To transfer the experience of an offline event to online, we reproduced and uploaded the video that included the making process and the background story of the pop-up store as a YouTube content, leading many consumers who couldn't experience it firsthand to enjoy the pop-up store via the Youtube channel.

Also, we designed the pop-up store without revealing the actual identity of our brands and decorated it intentionally as a brand-new fish-shaped cake store with the very concept of ‘space‘ so that we could relieve the repulsion or coldness toward many brand commercials.

No.1 Taste Restaurant was opened in Seongsu-dong, Seoul, and it took place for 21 days, starting October 6, 2023. The store consisted of three areas: Sales Zone, Open Kitchen, and Photo Zone, using 'Woo-Zoo BOONG-UH(Space Boong-Uh Bbang)' graphics based on the space concept.

Although it was not that spacious place with the size of 65m²(710ft²), it was well-designed and decorated with attractive elements that could express the world view of 'No.1 Taste', in order that visitors could voluntarily make the event viral through their own social media.

In particular, the 'Open Kitchen' among the three areas succeeded in catching visitors' eyes and encouraging them to get curious and intrigued by watching the cooking process of 'Woo-Zoo BOONG-UH(Space Boong-Uh Bbang)' on the spot.

- Pop-up Store Visits: 23,959

- Number of 'BOONG-UH(Space Boong-Uh Bbang)' sales: 17,030 pieces

- Social Media Engagement: 98,000 cases

- YouTube's No.1 Taste Restaurant Content View : 875,000 views

- Campaign's Main-Keyword's Searching Volume : 243% of increasing

* Google Brand Search of Keyword 'No.1 Taste Restaurant', compared to the same period before the campaign

- Year-Over-Year Brand Value: 1.2 trillion (+9.7% of increasing)

*As of 2023's Interbrand release