Don't blame us if you become obsessed.

INDUSTRY

QSR, Delivery

WHAT WE DID

Brand Messaging, Brand Strategy Creative Direction, Social Management, Full-Service Production

We launched Bonchon’s Obsessed campaign, a hyper-craveable, food-first content series capturing the all-consuming passion fans have for Bonchon’s double-fried Korean chicken.

BACKGROUND

Bonchon is beloved for its double-fried Korean chicken, hand-brushed sauces, and crave-worthy sides. But as competition in the fast-casual space heats up, the brand needed a fresh creative platform that leaned into the intensity of Bonchon fandom. The goal: remind people that Bonchon isn’t just food, it’s an obsession.

THE ASK

Bonchon challenged us to create a campaign that captured the irresistible pull of its food and the passionate reactions of its fans. We needed to spotlight signature menu items — from extra-crispy strips to saucy drumsticks to sweet Korean donuts — in a way that felt bold, playful, and undeniably Bonchon.

THE IDEA

We built the Obsessed Campaign — a series of highly visual, food-first stories set inside Bonchon restaurants. Each scene dramatized just how far fans go for Bonchon: tearing into extra-crispy chicken, biting their lip at a saucy drumstick, fighting over the last potsticker, or listening for the crunch of a wing. The food always took center stage, with the talent in soft focus, letting obsession come through in the details.