March 2009
Diamond Ogilvy has been appointed by Goobne Chicken as its advertising agency and is tasked with developing a marketing communications campaign for the brand in a competitive home delivery chicken market in Korea. The agency beat three others: SpringCom, ComTogether, ADSpring, including incumbent YCom to win the account.
Kyung-ho Hong, CEO of Goobne Chicken, strongly believes in strengthening and building the core value of the brand rather than focusing on sales volume alone. And, Diamond Ogilvy’s winning strategy could be attributed to its positioning of the Goobne Chicken brand from a long-term brand-building perspective, as opposed to a short term approach of merely increasing competitive edge over other brands.
In a market that is health-conscious, Goobne Chicken was the first to launch oven-baked chicken in 2004 and has succeeded in building over 550 franchises nation-wide.
However this ‘healthy food’ market segment has seen increasing competition, as KFC and Popeyes’ have declined, because fast food has become known as a less healthy food choice.
In 2009, Goobne Chicken aims to expand its franchises in the country to 700 and has set an ambitious sales goal of up to 70 billion KRW (US60 million).
Diamond Ogilvy’s advertising campaign will prove crucial–the new Goobne Chicken campaign ‘Sharing Makes A Family,’ starring well-loved Korean idol singers group ‘Girl’s Generation’ (So-Nyeo Sidae) is due to launch in May.
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