This Five Star Chicken campaign reimagines iconic cinema through real fans, blending nostalgia and brand legacy— Clapboard's Global Ad Archive.
CRISPY TASTE, CRISPY SOUND - Gourmet Sobaba Chicken | Clapboard Ad Archive
Gourmet Sobaba Chicken’s CRISPY TASTE, CRISPY SOUND campaign, conceived by INNORED for South Korea’s highly competitive Food & Drink sector in 2024, set out to shatter one of the country’s most enduring culinary prejudices: that frozen chicken is inevitably a compromise on the all-important crispiness that defines genuinely satisfying Korean fried chicken. Rooted in fresh survey data underscoring both the pervasiveness of chicken in national dining habits and a skepticism toward frozen alternatives, the campaign went beyond standard product demonstration to target the sensory core of consumer perception — the crackling auditory signal of proper crispness. INNORED’s creative leap was to operationalize this insight for a new generation of eaters, centering the film campaign on a series of witty, instantly relatable vignettes in which the loud, dramatic crunch of Gourmet Sobaba Chicken repeatedly interrupts would-be heartfelt love confessions, elevating the very sound of the chicken’s coating above the romantic plotlines themselves. This approach sits squarely in Clapboard’s FORMAT#6—Benefit Causes Story taxonomy: here, the product benefit is not simply expressed as aspiration or proof, but transforms the story in action, making the irresistible crisp sound both the hero and the comic twist that upstages youthful romance. The product’s unique double-frying and sauce-coating technique is dramatised through this structure, reframing what a frozen meal can deliver, and anchoring a reframed quality promise in both sound and taste. Engagement metrics reinforce real-world cultural cut-through, with the campaign’s playful films generating over 10 million YouTube views and triggering more than 70,000 social media responses — consumers sharing their amusement, anticipation, and, crucially, their sudden craving, while Sobaba Chicken’s portal search rank climbed to approximately 120th among all frozen and simple cook foods. At a commercial level, pre- and post-launch inquiries for the Gourmet line surged by 54%, an empirical indicator of shifting consumer mindset and purchasing intent. The campaign earns a score of 71/100 in Clapboard’s global creative archive. In a market where restaurant chains are locked in a battle of novelty and texture, the campaign’s humor-first, sensorially led storytelling signals how brands can win through culturally attuned disruption, provided the product can credibly deliver on the sensory triggers that matter most.
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