Korean food brand bibigo has appointed PurpleGlo to lead its experiential and shopper marketing across the GCC following a competitive pitch.
The Dubai-based agency’s remit spans strategy, creative, social, influencer marketing, retail and brand activations. Its approach will connect physical consumer experiences with social activity to support brand awareness, engagement and sales across the region.
Initial initiatives will include collaborations with regional quick-commerce platforms, including noon Minutes, and local stakeholders to introduce consumers to Korean food culture.
Owned by South Korea’s CJ CheilJedang, bibigo is expanding its consumer engagement efforts in the GCC, which the company identifies as a strategic growth market.
Henry Kim, Chief Representative of the CJ Foods Dubai Office, said: “The GCC is a strategic growth market for bibigo. Korean food and K-Lifestyle are gaining remarkable momentum across the region, and our ambition is to make Korean food part of everyday dining occasions across the region. Through our partnership with PurpleGlo, we aim to build stronger consumer connections and accelerate bibigo’s growth across the GCC.”
For PurpleGlo, the account adds to its FMCG portfolio and follows a recent brand relaunch and expansion of its offering across strategy, creative, experiential marketing, immersive technology and digital services.
Daniel Andrews , CEO of PurpleGlo, said: “Korean culture has become a global phenomenon, and food is one of its most exciting expressions. Bibigo has built an extraordinary international brand, and we’re excited to translate that cultural energy into meaningful consumer experiences across the Middle East.”
Commenting on the agency’s development, Andrews added: “We’re building an agency that connects culture, creativity, technology and commerce, putting real-world experiences at the centre of brand growth, while creating momentum far beyond the physical moment.”