Provided by Tudari
“Alter-ego master Lee Su-ji hit the mark”
The promotional video featuring comedian Lee Su-ji, which drew buzz with her ‘delivery bag transformation,’ has reached 1 million views for a single video and 20 million cumulative views across the entire digital campaign.
Tudari, a dining company, said on the 21st that its new delivery advertising campaign with Lee Su-ji surpassed 10 million views for a single video just 47 days after release.
Tudari launched the new advertising campaign on April 1, and as of May 17 the delivery ad video had exceeded 10 million cumulative views. In addition, campaign-related digital content, including the ‘full-length main cut,’ the ‘Tudari Song MV,’ and short-form videos, has also surpassed 20 million cumulative views, continuing to generate strong buzz.
The ad was planned to convey Tudari's delivery business strategy, which is being expanded in earnest this year, to consumers in a simpler and more lighthearted way. In the ad, Lee Su-ji herself transforms into a ‘delivery bag’ and appears, wittily expressing the message, “Tudari will run to you on two legs.”
Provided by Tudari
It is being evaluated that the execution, which turned the brand message into a character rather than a simple model appearance, left a strong impression on consumers. Lee Su-ji blends her trademark relatable acting and comic expressions with brisk pacing, and the content spread quickly on YouTube, Instagram Reels, and other short-form platforms.
Through this campaign, Tudari is focusing on expanding consumer touchpoints beyond the existing image of a pub brand, toward a dining brand that anyone can enjoy in everyday life. In practice, it is pursuing the ‘Two-Home (Two-Home) Project’ to strengthen delivery service, advancing a strategy that expands both stores and delivery at the same time.
In addition, with a production system based on its own factory operations, Tudari has differentiated competitiveness that allows customers to enjoy a wide range of menu items at specialty-restaurant quality. Built on standardized production and quality control systems, it has established a structure that keeps menu execution consistent not only in stores but also in delivery environments, which is cited as a strength for providing a consistent customer experience across dine-in and delivery.
A Tudari representative stated, “Ms. Lee Su-ji's character and cheerful direction created strong synergy with the brand direction, leading to high consumer interest,” adding, “We plan to continue communicating with more consumers through diverse content and marketing activities.”
Tudari continues to expand the advertising campaign through various channels and plans to reinforce the brand experience by linking consumer-participation events with new content going forward.
