Daehong Communications and Lotte GRS said on the 8th that they unveiled an ad campaign for Lotteria's new "Tongdari Crispy Chicken Burger" with creator Chimchakman.
Chimchakman, who has 3.04 million subscribers, has often tasted Lotteria products and drawn sympathy from young people with unvarnished reviews such as "Lotteria has no fundamentals" and "in a word, it's so Lott-like." Lotteria selected Chimchakman as a model and is being credited with strengthening the brand message by preserving his past remarks and consumer reactions as they were.
In the video released on the 2nd, the line "Lotteria is doing something weird again!" reused an actual remark Chimchakman made about Lotteria. The video uses his past broadcast footage to depict him bickering with Lotteria's legal team online before actually meeting them. It recorded 2.6 million views four days after release.
In the main episode released on the 6th, "An unbeatable chicken burger you can't knock no matter how you try: Tongdari Crispy Chicken Burger," Chimchakman visits a store and rigorously analyzes the product, concluding there is nothing to fault.
A Daehong Communications official said, "After consistently proposing collaboration in response to the affection Chimchakman has shown, we were able to work together on an ad campaign," adding, "This campaign goes beyond a brand unilaterally delivering a message to present a case that unpacks the trust and relationships built up with real consumers."
The campaign will roll out across various channels, including YouTube and social media (SNS). The campaign video can be found on Lotteria's official YouTube channel, "Riha Burger Shop."