bibigo hands GCC experiential and shopper marketing to PurpleGlo.
Korean food brand bibigo has appointed Dubai agency PurpleGlo to run its experiential and shopper marketing across the GCC after a competitive pitch. Early work will include tie-ups with quick-commerce platforms such as noon Minutes.
PurpleGlo's remit covers strategy, creative, social, influencer marketing, retail and brand activations. The idea is to connect what shoppers experience in person with activity on social media, to build awareness, engagement and sales across the region. Alongside the quick-commerce work, the agency will work with local partners to introduce consumers to Korean food culture.
bibigo is owned by South Korea's CJ CheilJedang, which calls the GCC a strategic growth market. Henry Kim, chief representative of the CJ Foods Dubai office, said Korean food and lifestyle are gaining momentum in the region and that the aim is to make Korean food part of everyday meals. For PurpleGlo, the account adds to its FMCG roster and follows a relaunch of the agency and a wider offer across strategy, creative, experiential, immersive technology and digital. Chief executive Daniel Andrews described the job as turning the energy of Korean culture into consumer experiences in the Middle East.
Campaign Middle East's report, published on 23 October, does not give the size of the account, which GCC markets come first, when the first activations launch, or which retailers beyond noon Minutes are involved. It also doesn't say whether bibigo has separate media or creative agencies in the region.
For marketers in Saudi Arabia and the Gulf, the brief is a sign of how K-culture brands are moving from specialist shelves into everyday shopping, and of quick-commerce apps becoming a sampling and launch channel in their own right rather than just a delivery route.
Why it matters
A major Korean food brand is building Gulf demand through quick-commerce and in-person experiences rather than media alone.
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