Marketing Lessons from Bibigo's Explosive Growth to $500M+

Had the privilege of hearing Brian Thompson Director of Customer Marketing at Schwan's Consumer Brands, discuss Bibigo's explosive growth at the Health & Wellness Marketing Summit hosted by Lifetime Fitness. The brand's trajectory offers fascinating lessons about modern marketing.

The Numbers Tell a Story: Since 2019, Bibigo's U.S. retail sales have jumped over 1,100%, surpassing $500 million in 2023. The brand now sits in 60,000+ retail locations across the country, with ambitions to become Schwan's next billion-dollar brand alongside Red Baron pizza.

But here's what drove that growth:

🥟 Technology Advantage: Bibigo cracked a fundamental taste challenge—steamed dumplings that come out of the microwave perfect every time, using patented technology. That quality taste experience enables a per-ounce price premium versus competitors such as PF Chang's and InnovAsian.

🌊 Riding Cultural Momentum: The brand capitalized on the Korean Wave (Hallyu), as global interest in K-dramas and K-pop created curiosity about Korean cuisine. Timing met preparation.

📱 Enabling Potential Virality: Every Schwan's product launch is treated as a bet on going viral, and to increase those odds they engage with influencers. Their Bibigo influencer strategy with macro/mega creators featured consumers adding their own toppings and sauces while sharing heartfelt insight into their lives. One campaign across TikTok and Instagram cited 46M impressions and a 3.2% click-through rate versus an industry benchmark of 1.3%.

Navigating the Challenges:

Brian talked about today's opt-out economy where consumers can disengage faster and more efficiently than ever. Authenticity can generate loyalty, but it isn't just a buzzword—it's about brand values genuinely aligning with consumer values.

An example from Bibigo: they put Squid Games imagery on packaging, which made sense on the surface. A hit Korean TV show that had successfully crossed over to the U.S. seemed a perfect entry point to Korean culture and cuisine. Unfortunately, moms in grocery aisles saw scary dolls and masked men, not cultural connection. A lesson learned and small bump in the road to the greater success story.

He also addressed the age of AI and how one thing it can't replace is the nuance of context that requires human intuition. But to gain that intuition, marketers must go where their consumers are and do what they do, and in that way gain the cultural intuition necessary for authentic marketing.

Grateful for these insights and the reminder that spectacular growth comes from taking calculated bets, learning from challenges, and staying focused on what matters to your audience—not only with food but in life.

Thanks to Katie Hepler for the invitation and to Tom Horgen for the excellent moderation!