Introduction: A Legacy Brand Faces a New Challenge
Once a household name for its signature hot pot, Kichi-Kichi had enjoyed a solid decade of success. But as the years passed, the brand found itself facing a rapidly changing market. By 2018, the iconic hot pot chain had plateaued, struggling to capture the attention of younger consumers—those coveted Gen Z and Millennial customers. In a world where trends evolved at lightning speed, Kichi-Kichi’s brand felt a little… stale.
It became clear: if the brand wanted to survive, it had to evolve. The challenge was simple yet daunting—how could an established brand stay relevant and compelling in an increasingly competitive market dominated by youth-driven trends?
The Need for a Brand Refresh
After 10 years, Kichi-Kichi’s brand perception no longer aligned with the changing tastes of consumers. What was once a reliable, family-friendly name in the hot pot business was now perceived as outdated and distant. While it had enjoyed its glory days, its branding felt disconnected from the desires of a new, younger generation.
Today’s consumers—especially Gen Z and Millennials—are looking for more than just good food; they crave emotional connections. This means brands need to do more than promote products—they need to tell stories that resonate with personal experiences and lifestyles.
Kichi-Kichi’s brand was too focused on functionality and tradition, missing the emotional appeal that younger audiences were drawn to. As competitors began to deliver experiences that felt fresh, relevant, and engaging, Kichi-Kichi’s growth began to slow.
Kichi-Kichi needed a revival—a way to re-enter the market with a new sense of purpose and energy. The goal was clear: reconnect with younger consumers, reignite growth, and re-establish itself as a market leader in a new age of food culture.
Building an Emotional Bond with Consumers
Objective: From Function to Feeling
The shift in approach was undeniable. Kichi-Kichi realized it needed to go beyond just food to build an emotional bond with consumers. It was time to move from functional branding—selling the product—for the sake of engaging storytelling that evoked strong emotions.
But how could they make the brand feel fresh, approachable, and relatable to a younger audience? The answer lay in tapping into the emotional core of the brand. This meant weaving together music, nostalgia, and modern trends, creating a story that would capture hearts and minds.
Making It Relatable: Strengthening the Connection Through Youth Culture
Kichi-Kichi had to infuse its story with elements young consumers connected with: fun, energy, and experiences that mattered to them. It was all about reflecting the spirit of modern youth culture, where celebrations, family, and good times are as much about the memories as they are about the food.
Launching the “Happy Kichi Song” Campaign
Strategy: Emotional Connection Through Music and Celebrations
To bring the brand back to life, Kichi-Kichi launched the “Happy Kichi Song” campaign. The strategy was clear—position the brand as the “happy moment” that ties in with family gatherings, celebrations, and moments of joy. The goal was to connect the emotional experience of enjoying Kichi-Kichi Hot Pot Bar with memories of togetherness.
They didn’t just want to sell a product; they wanted to sell the experience of happiness. The key to this was an original, catchy jingle that fit seamlessly into today’s music trends. Think catchy beats, playful lyrics, and a sound that could easily become a fan favorite.
Collaboration with Influencers and Musicians
To take the campaign to the next level, Happy Kichi collaborated with young influencers and musicians, amplifying the reach and impact. With young stars promoting the campaign, it wasn’t just a brand pushing a message—it was a cultural movement that felt authentic and driven by the youth themselves.
Interactive Storytelling: Empowering Fans
The campaign also embraced interactive storytelling—encouraging fans to make the jingle their own. This move allowed the audience to not only enjoy the music but also engage creatively, remixing and sharing their versions across social media. The jingle became a cultural artifact, passed around, shared, and loved.
And because Happy Kichi knew its audience, the brand also refreshed its menu, introducing new items that appealed to younger palates, giving them something exciting to share at the dinner table.
Execution: Multi-Platform Rollout
The campaign took full advantage of today’s digital ecosystem. The Happy Kichi Song played across digital ads, streaming platforms, and in-store experiences, ensuring the message reached every corner of the internet and physical locations. The social media community exploded with creative versions of the jingle, spreading the Kichi-Kichi brand far and wide.
Uplifting the Brand Back to Growth
Engagement Boost: A Social Media Surge
The campaign was a resounding success. The social media buzz skyrocketed, with mentions of the brand increasing by a whopping 125%. Fans flocked to share their versions of the song, and the brand’s followers grew exponentially as the jingle became a viral sensation.
Brand Perception Shift: Emotional Connection with Gen Z/Millennials
But the true test of the campaign’s success was in how it shifted brand perception. Surveys showed a significant improvement in the emotional connection younger consumers felt with Kichi-Kichi. For the first time in years, the brand resonated with the values and aspirations of a younger audience.
As a result, brand searches surged, and Kich-Kichi began to see its trend relevance return to the forefront of consumers’ minds.
Business Impact: A Return to Growth
The business impact was equally impressive. After the campaign launch, Happy Kichi saw a 10% increase in sales per store. The campaign didn’t just revitalize the brand—it spurred real business growth. Buoyed by this success, Kichi-Kichi went on to open 10 new stores in 2018, marking a major milestone in its comeback.
Key Takeaways
Kichi-Kichi’s story is a powerful reminder that even legacy brands can stay fresh and relevant by embracing emotional storytelling. In a market driven by the need for connection, the brands that succeed are those that know how to tap into what truly matters to consumers.
The formula is simple but effective: music, interactivity, and youth culture create stronger, more authentic bonds with consumers. Happy Kichi’s revival was proof that it’s not about the product; it’s about the feelings it inspires.
Kich-Kichi’s story shows us that even brands with a long history can reignite growth and win over new audiences, no matter how long they’ve been around. With the right strategy, anything is possible.
Leave a Reply