Campaign details
Brand: Mokjang Nadeuli Grill Grill CheeseBrand owner: Seoul DairyLead agency: McCann WorldgroupCountry: South KoreaIndustries: Dairy products, fats, oilsMedia channels: Cinema, Product placement, TelevisionBudget: 500k - 1 million
Executive summary
In 2012, a Free Trade Agreement was passed between South Korea and the US. As a result, there was a massive influx of imported cheese into the country. With the increasing popularity of imported cheese, domestic cheese brands began to suffer. Seoul Dairy, South Korea's number-one dairy company, was not immune to such a rapid decline in...