The Food Service Distribution Industry Embraces 'FUN' Advertising to Target Consumers Weary from COVID-19

'Nashville Hot Chicken Series' Ads Deliver Delight with Savory Lines
Dunkin' Cappuccino, Pizza Alvolo, and Others Receive Consumer Praise for Humor in Commercials

[Asia Economy Reporter Choi Saeng-hye] Recently, unconventional and 'FUN' advertisements have become the trend in the food service distribution industry. As the COVID-19 pandemic prolonged, the industry's efforts to capture the hearts of weary consumers are reflected in their advertisements. In the early stages of the outbreak during February and March, many people complained of 'Corona Blue' (depression) due to remote work and social distancing. Now, however, the trend is shifting beyond depression and lethargy to the so-called 'Corona Red' (anger) and 'Corona Angry' phenomena, where people express their rage. Reflecting this social atmosphere, humorous ads that soothe anger?especially those that minimize overly obvious or excessive elements and instead evoke lighthearted fun and laughter?are gaining popularity.

According to industry sources on the 24th, Haemaro Food Service's burger and chicken brand Mom's Touch received positive responses through its 'Nashville Hot Chicken Series' advertisements. Particularly, Mom's Touch, known for consistently offering generously sized burgers at affordable prices and affectionately nicknamed 'Hyeja Burger' (meaning 'generous burger'), attracted consumer attention with the appearance of the nation's mother, Kim Hye-ja. Actor Ahn Jae-hong, a genuine fan of Mom's Touch, was praised for breaking the formula of 'Deokgye-mot' (meaning 'fans can't join groups') and becoming a 'successful fan.'

In the video, Kim Hye-ja humorously expressed the brand while gently caressing a Mom's Touch burger with her signature elegant smile. Additionally, when Kim Hye-ja said, "My son can eat all of this (Nashville Combo)," Ahn Jae-hong, playing the cheeky son, responded with the witty line, "Mother, I think you need to help me a bit," eliciting laughter from viewers.

Jokbal Night Market released a half-and-half jokbal (pig's trotters) advertisement featuring their exclusive model Jeon Hyun-moo, which drew explosive reactions from consumers. In the video, Jeon Hyun-moo showcased his characteristic slyness and lively expressions and gestures, performing a 'half-and-half dance' as if he had been split into twins, bringing laughter. The unique and entertaining background music along with simple and easy-to-follow choreography also received positive feedback.

Dunkin' created a buzz by releasing an advertisement featuring Kapi Chu (Chu Dae-yeop), a model popular for musical comedy. In the video, Kapi Chu plays the guitar himself and delivers catchy lyrics with a B-grade sensibility such as "Why is the jelly coming out there~," "Why is the jelly coming out of the coffee~," and "Chew it as much as you want~," adding a cheerful vibe. The ad emphasized the refreshing nature of the drink with coffee and coffee jelly pouring across the screen, and the comic charm was enhanced by the contrast between Kapi Chu's playful expressions and the serious faces of the other models.

Pizza Alvolo attracted attention by releasing a hip commercial in collaboration with the fusion gugak (traditional Korean music) group 'Inalchi' and the dance team 'Ambiguous Dance Company.' The advertisement conveyed the core message embodying Pizza Alvolo's brand value under the theme 'Handmade, Proper, Alvolo.' The traditional visual aesthetics combined with lively background music that sang of Pizza Alvolo's beliefs and dedication added to the viewing pleasure.

This content was produced with the assistance of AI translation services.