What is dinner without a video or Reel to watch? Eating and scrolling on your phone go hand in hand. When YouTube experienced a US outage the other night, a quarter million users reporting issues accessing the platform. A study by Angus Reid commissioned by Korean food brand, bibigo, showed that almost all Americans (96%) have used their phone while eating, and 66% of Americans use their phones often while eating at least one of their daily meals.

So bibigo and Rethink have reimagined chopsticks. ScrollSticks let fans scroll to their heart’s desire while eating.  The special, so fun chopsticks feature a custom dual-ended design, with one side for enjoying your meal, and the other with touchscreen tips for scrolling – snack and scroll, without the mess. Rethink developed ScrollSticks using research and development and close collaboration with an experimental innovation studio to rethink the way that people enjoy food and using their phones – together. The result is a sleek, dual-ended design, allowing for a seamless switch between snacking and scrolling.

ScrollSticks are a limited-run drop to give back to fans across the US. For a chance to win their own pair, Americans can enter the sweepstakes at ScrollSticks.com until February 23.

“As a brand that found a lot of fame on social media, we’re excited to help chronically online foodies do both of their favourite activities at the same time,” stated Brian Thompson, director of marketing at Frozen Asian Portfolio, Schwan’s Company, bibigo parent. “If people are enjoying bibigo while scrolling on their phone, we want to make sure it’s a seamless, delicious and overall enjoyable experience. “We hope this sparks a conversation with bibigo fans and follows through on our brand positioning of going all in.”

“It’s the ultimate snack hack,” added Jonathan Lavoie, creative director at Rethink. “The ScrollSticks are a fun way to give chopsticks, something that’s been around for thousands of years, a modern twist given today’s eating behaviours.”

ScrollSticks follows the success of bibigo’s hilarious Dashboard Kitchen (proving the brand is paying attention to how their fans are enjoying their products).

Rethink led the campaign on strategy and creative, with Rethink PR on media relations, influencer, and seeding. 

Credits:

Creative Agency: Rethink
Global CCO: Aaron Starkman
CSO: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Jonathan Lavoie
Copywriter : Nicolas Dubois
Art Director: Claudia Barbiero, Liana Mascagni
Head of Strategy: Pascal Routhier
Strategy Director: Clément Martin
Managing Director: Mélanie Châteauneuf
Account Director: Victor Brunton
Account Manager: Samantha Isings
Head of Public Relations: Meredith Burns
Public Relations Director: Kristel Dupont, Chenda McKissick
Public Relations Manager: Anne Marie Scanlon
Public Relations Coordinator: Christina Avril-Dieudonné
Associate Director of Broadcast: Chantal Wakil
Junior Producer: Éliane Chartier
Associate Director of Print: Claire Khan
Print Producer: Sarah Lee
Graphic Designer: Frederick Bailleul

Client: Schwan’s Company
Brand: bibigoTM
Vice President, Marketing: Federico Arreola Carrazco
Senior Director of Marketing, Asian Portfolio: Rebecca Thompson
Marketing Director, Frozen Asian: Brian Thompson
Director of Omnichannel Marketing: Susan Mainquist
Marketing Communications Leader: Christa Bundt
Marketing Manager: Grace Harker
Social Media Content Manager: Eric Boelter
Director, Director of Photography & Editor: Hugo Dubé-Bouchard
Lighting Designer: Auguste Portelance-Bédard

Production company: WONDER MAKR