---
title: "bb.q Chicken Teaches Americans to Speak Korean in First National Ad Campaign"
url: https://burnaze.com/article/a386e57f-eac5-401f-be5a-a60df9a9d7b7
source: "Franchising.com"
original_url: https://www.franchising.com/news/20240305_bbq_chicken_teaches_americans_to_speak_korean_in_first_national_ad_campaign.html
category: "Chicken"
industry: "Restaurants"
segment: "Chicken"
topics: ["Marketing"]
published: 2024-03-05T12:00:00.000Z
modified: 2026-10-31T20:04:53.376Z
image: https://images.unsplash.com/photo-1555396273-367ea4eb4db5?w=1600&q=80&auto=format&fit=crop
---

# bb.q Chicken Teaches Americans to Speak Korean in First National Ad Campaign

**TL;DR:** bb.q Chicken launches its first national advertising campaign, teaching Americans to speak Korean through fried chicken. The campaign targets Millennial and Gen-Z audiences and features two YouTube spots showcasing the franchise's authentically Korean food preparation process.

*originally published in Franchising.com on 2024-03-05. [Read the original](https://www.franchising.com/news/20240305_bbq_chicken_teaches_americans_to_speak_korean_in_first_national_ad_campaign.html).*

## Story

The centerpiece of the new campaign are two YouTube spots, Spot 1 - “Bella” and Spot 2 - “Luke”, which showcase Americans enjoying bb.q Chicken for the first time and exclaiming, “Kind of spicy, kind of sweet…definitely my new obsession” and “This is the crispiest chicken in the entire world,” followed by Korean translations of these phrases and video that showcases bb.q’s authentically Korean food preparation process, all backed by K-Pop-inspired music.

The new bb.q Chicken ads serve as an invitation for Americans to try the franchise’s superior and authentically Korean light, crispy and flavorful fried chicken -- so crispy in fact, it comes through loud and clear in the new YouTube spots. The franchise offers an extensive menu of 14 different flavor options, created with marinades delivered directly from Seoul and served on boneless and bone-in options. Other fan favorites at bb.q are K-food offerings, such as ddeok-bokki and kimchi fried rice.

The new bb.q Chicken ad campaign launched on March 1, reaching potential customers for North American bb.q locations. Bb.q Chicken’s U.S. growth also occurs amidst broader American interest in Korean food and culture, a phenomenon called “Hallyu” or the “Korean Wave” of influence in other countries. This trend is especially evident among Americans on YouTube, where K-Pop, mukbang and Korean translation videos receive billions of combined views every year, making YouTube the ideal centerpiece for the campaign’s media strategy.

The ads were created by full-service marketing agency MGH, which managed all creative and media buying for the campaign. The ads will run throughout the remainder of the year.

The campaign targets Millennial and Gen-Z audiences, which have deeper familiarity with Korean barbecue and other Asian foods, but less familiarity with Korean Fried Chicken. It was for this reason that bb.q Chicken launched a campaign with an educational tone.

## Entities

- Franchising.com (publication)
- Restaurants (sector)
- Gen Z (person)
- qsr marketing (topic)
- fried chicken (topic)
- korean food (topic)
- gen z targeting (topic)
- national ad campaign (topic)

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Originally reported by Franchising.com (https://www.franchising.com/news/20240305_bbq_chicken_teaches_americans_to_speak_korean_in_first_national_ad_campaign.html). Summarized by Burnaze (https://burnaze.com/article/a386e57f-eac5-401f-be5a-a60df9a9d7b7).