About
Campaign Title:
Bon Juk(Porridge)
Campaign Duration:
2 years +

Brand Name:
Bon Juk(Porridge)
Industry Sector:
Food, Beverages
Agency Name(s):
COMMUNICATIONS KOREA
Countries & Regions:
Korea
Key Objectives:
Brand - Loyalty, Event Promotion, Increase Sales, Product Launch
Target Audiences:
Youth, Family, Male, Female
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Bon Juk(Porridge)

Worked on brand Productivity and brand launching

Planning & Execution

- Developing new issues for changing stereotypes
- Best health food diet positioning and raising cognition of the brand
→ Breaking away the Korean stereotype that porridge is a food for only patients
- Launching the second brand of ‘Bon-IF’, ‘Bon-Lunch Box’
→ Focusing on brand PR including franchise broker interview

Effectiveness / Results


  • By changing the Korean stereotype, ‘Eating porridge will lead you to fail the test’ through strategic publicity, Bon Juk(Porridge) successfully added consumers

  • Exposed to 76 medias by pitching seasonal issues including major medias such as Chosun, Dong-A Ilbo

  • Directly affecting in sales’ increase on the day of national college exam

  • In 2009, Media Coverage during the Season of National College Exam increased 10 times compared to the Media Coverage in 2008

  • By using the special Day Marketing on the Korean Traditional Holiday “Dong-Ji”, sales have increased by 30 percent each year

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The Campaign Asia-Pacific Team