Shinsegae Food's 'Olban Old-Fashioned Whole Chicken' Surpasses 100,000 Units Sold

Olban Old-fashioned Whole Chicken SNS Advertisement.

[Asia Economy Reporter Seungjin Lee] Shinsegae Food is strengthening its digital marketing and online sales channels following the strong sales of 'Olban Old-fashioned Whole Chicken,' a convenient meal designed exclusively for air fryers.

According to Shinsegae Food, the cumulative sales of 'Olban Old-fashioned Whole Chicken,' launched in November last year, surpassed 100,000 units within five months, the company announced on the 15th. The product evoked memories of whole chickens bought at traditional markets on the way home from work, gaining favorable responses from middle-aged and older consumers. It is also analyzed that the retro trend contributed to its popularity among younger generations. In particular, the product's affordability?available online at around 10,000 KRW for two chickens?continued to attract cost-conscious customers.

Accordingly, Shinsegae Food plans to focus more on digital marketing activities. First, aligning with the retro concept of 'Olban Old-fashioned Whole Chicken,' they uploaded a B-grade emotional parody advertisement video of the nostalgic horror program 'Jeonseol-ui Gohyang' (Legendary Homeland) on digital channels such as YouTube and Instagram, targeting the MZ generation (Millennials + Generation Z) who enjoy reinterpretations of the old.

On the 11th, promotion of the old-fashioned chicken was conducted through the YouTube channel 'Euljiro Tak Sajang,' featuring broadcaster Tak Jae-hoon. 'Euljiro Tak Sajang' is content serialized on the YouTube channel 'Tak Jae-hoon's Tak Sajang,' where broadcasters Tak Jae-hoon and Lee Soo-min provide consulting services to companies in need of promotion.

In the 'Euljiro Tak Sajang' video released that day, Shinsegae Food, following Tak Jae-hoon's consulting, planned to sell 'Olban Old-fashioned Whole Chicken' through live broadcasts, which have recently become a hot topic in the distribution industry. They also pledged a social contribution activity to donate 500 packs (1,000 chickens) to childcare facilities upon achieving the sales target. Immediately after the broadcast, the daily visitors to Shinsegae Food’s Naver Smart Store increased sixfold compared to the average, and sales of 'Olban Old-fashioned Whole Chicken' quadrupled daily, demonstrating significant promotional effects.

Additionally, Shinsegae Food will hold a live shopping event on Naver Shopping Live with Tak Jae-hoon on the 25th at 6 PM, selling 'Olban Old-fashioned Whole Chicken.' Customers purchasing the product during the broadcast will receive discount benefits and gifts, marking a full-scale drive to target online channels.

A Shinsegae Food representative said, “Through 'Euljiro Tak Sajang' and retro advertisement videos, we were able to naturally promote the product while arousing curiosity about the unfamiliar old-fashioned chicken among the MZ generation. We will continue various digital marketing activities targeting the MZ generation and plan to diversify the flavors of old-fashioned chicken and expand the lineup within the first half of the year.”

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