"CJ CheilJedang Promotes Sticky Texture of Hetbahn White Rice on Times Square Billboard in New York"

Global Campaign Continues Through the End of November

On September 10, CJ CheilJedang announced that it will conduct a global campaign called "Sticks To Anything" to promote its "Hetbahn White Rice" in the United States, both online and offline.

CJ CheilJedang announced on the 10th that it is conducting a global campaign called "Sticks To Anything" to promote "Hetbahn White Rice" in the United States both online and offline. Photo by CJ CheilJedang

To launch the campaign, CJ CheilJedang recently aired "Hetbahn White Rice" advertisements on major outdoor electronic billboards in the United States, including Times Square and Broadway in New York, as well as downtown Los Angeles (LA).

This campaign was planned using the U.S. product name "bibigo Sticky White Rice." It highlights the product’s inherent feature of stickiness, delivering a double meaning that it both has a sticky texture and pairs well with any type of food.

The global campaign will be rolled out in two phases through the end of November. On September 8, the company released five videos showing the sticky white rice paired with signature Korean dishes. On October 6, an additional video will be released to emphasize how the white rice pairs just as well with local American cuisine.

In addition, CJ CheilJedang plans to conduct digital viral marketing activities, including participatory TikTok content and collaborations with major influencers.

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