That’s Rich.
Sempio
Our Challenge
Sempio is a massive Korean sauce company with products shipped to over 76 countries. They are the oldest branded company in Korea, popular throughout Asia, yet virtually unknown in North America.
We were tasked with making Sempio a household name in Canada starting with their line of BBQ sauces.
Barbeque sauce is a saturated market in Canada, with every brand playing to the macho-man /master of the grill. So instead of going with the same-old-same-old weekend cowboy cookie-cutter copy, we went with something different: absolute absurdity. And it popped.
Outdoor - Transit advertising
The King is Hungry
On our placement outside of Skytrains we had him eating delicious burgers and chicken as the doors closed.
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Video - Digital video production
Burgers, fish or chicken... Sempio!
This motion graphic TV ad featured an original song and our opulent king espousing the virtues of a rich BBQ sauce. The Ads ran across Canada on the Food network and CTV. We quickly amassed thousands of hits on YouTube as well as scores of favourable comments.
Radio - Jingles
The Singing King On The Air
The song was so catchy (and descriptive) we opted to run it on radio as well - primarily the Peak 102.7—which had everyone asking: “Where do I find this Sempio?”
Print - Magazine Advertising
Taste Is King
We ran full page ads in foodie magazines distributed at liquor stores along with recipes and pairings.
