[Edaily Reporter Kim Ji-woo ] CJ CheilJedang Corp(097950)’s Bibigo Grilled Fish digital campaign, “Beyond Fish,” surpassed 50 million cumulative views just 10 days after its release. Online interest in the ad also led to increased product searches and sales.

CJ CheilJedang Corp announced on the 14th that the “Infinite Fish Life, Beyond Fish” campaign content, released on the 3rd, had surpassed 50 million cumulative views as of the 13th. This marks the fastest achievement among CJ CheilJedang Corp’s digital campaigns, taking about half the time of the previous record of 20 days.

Consumer engagement also grew rapidly. Just one week after the video’s release, consumer interactions—including likes and comments—on official channels such as YouTube and Instagram exceeded 500,000. This, too, is the highest level ever recorded for a CJ CheilJedang Corp. digital campaign.

This campaign is an expanded version of the “1-Minute Broth Couple” series—a previous campaign that garnered significant attention after surpassing 100 million cumulative views. It features actors Kim Nam-gil and Jeon Mi-do as the “Grilled Fish Couple,” presenting a variety of ways to enjoy Bibigo Grilled Fish in everyday life through lighthearted storytelling.

By moving beyond advertisements that simply convey a product’s features or characteristics, the campaign focuses on the realistic back-and-forth between the couple portrayed by the two actors and situations that anyone can relate to, thereby increasing both interest in the product and enjoyment of the content itself. Consequently, positive reactions have been pouring in across online communities and social media platforms (SNS), with comments such as “This isn’t an ad—it’s real life” and “It’s exactly what my mom says—so funny,” reflecting the widespread relatability of situations that everyone has likely experienced at least once in their daily lives.

Interest in the campaign has also translated into product sales. Just one day after the video’s release, search volume for “Bibigo Grilled Fish” on major portals increased by approximately 300%. From the 3rd to the 11th, sales of Bibigo Grilled Fish on major e-commerce channels also rose by about 30% compared to the same period the previous month.

CJ CheilJedang Corp. is extending the campaign’s momentum through consumer-participation content. From the 24th of this month through the 13th of next month, the company will run the “Crossing the Line Challenge,” inviting people to share “boundary-pushing” moments that occur among close relationships—such as married couples, dating couples, and families.

A CJ CheilJedang Corp spokesperson said, “Rather than simply promoting the various charms of Bibigo Grilled Fish, we wanted to present them through content that consumers can relate to and enjoy,” adding, “We will continue to engage with consumers through storytelling that naturally blends into their daily lives.”