Cheil Worldwide showcases joint branded content success at TikTok Summit Korea 2026

Cheil Worldwide announced Wednesday that it presented a successful joint marketing campaign combining online food delivery app Ddaenggyeoyo and pizza brand No More Pizza at TikTok Summit Korea 2026, held Tuesday at the Grand InterContinental Seoul Parnas.

The agency had drawn attention earlier with the "Ddaenggyeoyo × No More Pizza" TikTok campaign, which pioneered a "joint branded content" format designed to generate synergy between two brands within a single piece of content.

The campaign followed a narrative arc in which a creator orders pizza through the Ddaenggyeoyo app, introduces No More Pizza's new menu items in a mukbang (eating broadcast), and then writes a review on the app while highlighting Ddaenggyeoyo's "10 Million Customers Appreciation" event.

"We determined that running ads for an online food delivery app and an F&B brand together within a mukbang content storyline could produce a win-win effect, so we proposed the collaboration to both brands," a Cheil Worldwide official said, explaining the campaign's background.

The campaign accumulated approximately 35.9 million views and about 93,000 likes on TikTok. For No More Pizza, which ran its first TikTok advertising campaign, a TikTok Brand Lift study showed brand awareness and ad recall rose by 8.2 percentage points and 25.8 percentage points, respectively. Ddaenggyeoyo also saw awareness of its "10 Million Customers Appreciation" event climb 7.0 percentage points, demonstrating the immersive effect of the joint branded content format.

"This campaign was a meaningful attempt to naturally convey the Ddaenggyeoyo service experience to consumers through the familiar format of mukbang content," a Ddaenggyeoyo official said. "We plan to continue expanding customer touchpoints through collaborations with a variety of brands and creators."

"Through our first TikTok campaign, we were able to introduce new products alongside diverse creators and reach a wider audience," a No More Pizza official said. "We will continue engaging with consumers through new marketing initiatives."