Bonchon Korean Fried Chicken

CRUNCH OUT LOUD

Bonchon Korean Fried Chicken, set out to define a comprehensive brand and marketing approach to position themselves as the prominent player and innovator in the competitive US market for Korean Fried Chicken. To achieve this, Propaganda embarked on an in-depth consumer research study supported by robust data analysis. This was pivotal in identifying the core brand benefit that would drive the overarching strategy.

Propaganda developed the ‘Crunch Out Loud’ brand campaign to showcase Bonchon as more than just a dining option – but as an irresistibly addicting fried chicken experience. The campaign conveyed Bonchon’s uniqueness, inviting customers to satisfy their craving with every bite, audibly and unapologetically. By encouraging customers to embrace the crispy and flavorful Korean fried chicken, the ‘Crunch Out Loud’ campaign reinforced the brand’s distinctiveness while resonating with a diverse range of consumers.