Daesang Cheongjeongwon Launches 'Make Today More Delicious' Brand Campaign with Actor Song Joong-ki

[Asia Economy Reporter Seungjin Lee] Daesang Cheongjeongwon announced on the 6th that it will launch the ‘Make Today More Delicious’ brand campaign together with actor Song Joong-ki.

Cheongjeongwon, a food brand introduced by Daesang in 1996, has redefined its brand identity to evolve into a brand that leads the overall food culture in daily life, beyond simply providing high-quality products. Accordingly, it shifted from the existing ‘healthy taste’ to ‘better taste, more delicious life’ and launched a brand campaign to promote this message.

This campaign carries the slogan ‘Make Today More Delicious,’ meaning to help people have a more pleasant daily life through enjoyable meals. It reflects the brand philosophy of not just selling delicious food but making the lives of people surrounding food more flavorful.

Actor Song Joong-ki, who is well-liked by people of all ages and genders, was selected as the new advertising model. It was explained that Song Joong-ki’s pure and trustworthy image aligns well with Cheongjeongwon’s brand identity.

As the first step of the campaign with Song Joong-ki, the TVCF released on the 3rd portrayed the brand message ‘Make Today More Delicious’ through everyday scenes of Song Joong-ki cooking. The familiar advertising concept personifies Cheongjeongwon as ‘Jeongwon-i,’ and features a scene where Song Joong-ki sings the CM song and talks to ‘Jeongwon-i’ directly.

In addition to the TVCF, Cheongjeongwon plans to continuously expand communication through social networking services (SNS), outdoor media, and offline stores.

A Daesang official said, “This brand campaign was planned to inform consumers of the new brand philosophy that offers better taste and a more delicious life,” adding, “As a leading comprehensive food brand in Korea, we will strive to propose solutions reflecting domestic food culture as well as provide excellent quality products.”

This content was produced with the assistance of AI translation services.