‘More Approachable’…The Evolved PPL Strategy of the Dining Industry

Photo by Pizza Alvolo

[Asia Economy Reporter Moon Hyewon] Recently, PPL marketing in the dining industry has been rapidly changing. Unlike before, when products were simply exposed in dramas, brands and products are now being promoted through various channels, including TV programs and YouTube content.

According to the industry on the 16th, the pizza brand Pizza Alvolo is conducting aggressive PPL marketing across both TV and YouTube.

To actively promote the new menu "Wing Pizza" launched in June, the brand model Song Kang stars in JTBC's new Saturday special "Nevertheless," and the menu and brand are naturally exposed in tvN's Monday-Tuesday drama "You Are My Spring," which has been receiving steady praise since its first broadcast last month, thereby strengthening brand awareness.

To communicate with the MZ generation who enjoy not only TV programs but also YouTube content, the new menu's attractive points were introduced in detail through the variety show "Bunsik Omakase," produced by the food specialty channel "The Bap Studio," receiving a good response.

Bulls Tteokbokki recently conducted a fresh PPL through the SBS Monday-Tuesday drama "Racket Boys," which depicts the stories of teenagers. Photo by Bulls Tteokbokki

Bulls Tteokbokki conducted fresh PPL through SBS's Monday-Tuesday drama "Racket Boys," which depicts the stories of teenagers.

Rather than exposing the product indirectly, the actors appear directly promoting it while looking at the camera, which has been praised as entertaining. Especially in scenes where the actors evaluate the tteokbokki toppings and taste, their direct gaze at the camera elicited laughter from many viewers.

Through this drama, Bulls Tteokbokki introduced key menus such as "Bulls Rose Tteokbokki" and showcased various mukbangs, helping tteokbokki be recognized as a "soul food" among the younger generation.

Coffee Bay recently gifted a coffee truck to the Penthouse 3 filming set. Photo by Coffee Bay

Coffeebay has been seeing great effects by supporting production for SBS's Friday drama "Penthouse 3," following "Penthouse 2."

Coffeebay appeared as the background location where Cheon Seo-jin (Kim So-yeon) reunites with her daughter Ha Eun-byeol (Choi Ye-bin) right after her release, and Cheon Seo-jin's impressive eating show of shaved ice caught viewers' attention, sparking a hot response online.

The menu exposure in the drama increased recognition and sales surged sharply. In response, Coffeebay recently gifted a coffee truck to the "Penthouse 3" filming site as a token of gratitude and support.

An industry insider said, "The reason the dining industry is diversifying and expanding PPL is because of its effectiveness," adding, "The more actively and entertainingly PPL is conducted, the more it stimulates consumers' purchasing psychology, ultimately leading to increased sales. Therefore, PPL marketing within the industry will continue in the future."

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