CJ CheilJedang Hetbahn Wins Two Awards at the 2021 Korea PR Awards

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang's Hetbahn announced on the 16th that it won two awards at the '2021 Korea PR Awards' hosted by the Korea PR Association, receiving the Grand Prize in both the Integrated Campaign category and the Marketing PR Consumer Goods category.

The Korea PR Awards, established in 1993 and now in its 29th year, is the most prestigious ceremony in the PR field, selecting outstanding PR activities annually from the private sector as well as government and public institutions.

First, the 'The More You Know, The More You Feel at Ease with Hetbahn' reassurance campaign succeeded and won in the Integrated Marketing Communications (IMC) campaign category. The reassurance campaign was characterized by creating and presenting an 'Assurance Kit' and 'Assurance Box' that allowed consumers to easily understand and empathize with the reasons why they can safely consume Hetbahn.

Additionally, through the campaign 'Finally, Hetbahn Makes Pot Rice, Hetbahn Sotban,' the newly launched Hetbahn Sotban product in June was successfully promoted, leading to the award in the Marketing PR Consumer Goods category. A Hetbahn Sotban truck, featuring the slogan 'Coming Sot,' operated in Seoul city and the Gyeonggi-do area, pulling a mobile pot, and a pop-up event was held at Yeongdeungpo Times Square with a giant pot on display.

Notably, the reassurance campaign achieved 469,994 cumulative visitors to its microsite and 176,474 participants in campaign events, while the Hetbahn Sotban campaign saw over 15,000 consumers participate in a three-day offline event certification. The Hetbahn Sotban product sold out early through CJ The Market and Kakao Makers before its official launch.

Kim Hyun-chil, head of the Brand Communication Team at CJ CheilJedang, said, “We are pleased that both the reassurance campaign conducted throughout this year and the new Hetbahn Sotban campaign have led to excellent results. We plan to continue communicating with consumers through various marketing methods, so we ask for your continued interest in Hetbahn’s activities.”

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