Korean food brand bibigo has selected Dubai-based agency PurpleGlo to manage its experiential and shopper marketing activities across the Gulf Cooperation Council (GCC) region, following a competitive pitch.
The agency’s responsibilities will cover strategy, creative development, social media, influencer marketing, retail initiatives and brand activations. The collaboration will bring together in-person consumer experiences and social engagement to strengthen brand awareness, encourage interaction and support sales growth across the region.
As part of the initial rollout, bibigo will explore collaborations with regional quick-commerce platforms, including noon Minutes, alongside local partners to familiarise more consumers with Korean food culture.
Owned by South Korean food company CJ CheilJedang, bibigo is stepping up its consumer engagement efforts in the GCC, a region the company considers an important market for future growth.
Henry Kim, Chief Representative of the CJ Foods Dubai Office, said: “The GCC is a strategic growth market for bibigo. Korean food and K-Lifestyle are gaining remarkable momentum across the region, and our ambition is to make Korean food part of everyday dining occasions across the region. Through our partnership with PurpleGlo, we aim to build stronger consumer connections and accelerate bibigo’s growth across the GCC.”
The appointment also expands PurpleGlo’s portfolio in the fast-moving consumer goods (FMCG) sector. It follows the agency’s recent brand relaunch and the broadening of its services across strategy, creative, experiential marketing, immersive technology and digital solutions.
Daniel Andrews, CEO of PurpleGlo, said: “Korean culture has become a global phenomenon, and food is one of its most exciting expressions. Bibigo has built an extraordinary international brand, and we’re excited to translate that cultural energy into meaningful consumer experiences across the Middle East.”
Reflecting on the agency’s wider direction, Andrews added: “We’re building an agency that connects culture, creativity, technology and commerce, putting real-world experiences at the centre of brand growth, while creating momentum far beyond the physical moment.”
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