Distribution Industry Creating Consumer Consensus by Conveying Brand Value

Distribution Industry Actively Strengthens Emotional Communication with Consumers through
‘Human Touch’ Campaign

[Asia Economy Reporter Lim Hye-seon] As the COVID-19 pandemic prolongs, making it difficult to establish touchpoints between brands and consumers, more companies are striving to strengthen emotional connections. This is the so-called ‘human touch’ strategy, which conveys warmth and emotion to consumers. The concept of ‘human touch,’ introduced in ‘Trend Korea 2021’ published by the Seoul National University Consumer Trend Analysis Center, emphasizes the importance of eliciting genuine empathy through human communication even in the untact (contactless) era.

According to industry sources on the 21st, human touch campaigns in the distribution sector, including food companies, furniture brands, and travel platforms closely linked to consumers’ lifestyles, are gaining attention. These campaigns focus on brand values rather than specific products, aiming to touch consumers’ emotions and narrow psychological distance. They present relatable situations to engage consumers deeply and use famous models as intermediaries to indirectly convey brand messages.

CJ CheilJedang’s representative Korean food brand ‘Bibigo’ launched its first integrated brand campaign earlier this year to convey ‘jeongseong’ (sincerity), the essence and brand value of Korean cuisine. The campaign highlighted the heartfelt sincerity contained in the simple phrase ‘jal meogeotseumnida’ (thank you for the meal), which naturally comes out when one feels sincerity and warmth through a meal.

Especially, the TV commercials divided into target groups such as newlyweds, middle-aged couples, and father-son pairs, who frequently enjoy Bibigo, received high acclaim for their relatable everyday situations and storytelling. As part of the campaign, the ‘Jeongseong Charim Delivery’ activity, which accepts consumers’ stories and serves a meal carefully prepared by Bibigo, has also received positive responses.

Additionally, Daesang’s ‘Chung Jung One’ incorporated the campaign slogan ‘Make Today More Delicious’ into advertisements featuring Song Joong-ki cooking in everyday scenes. This reflected the philosophy of not merely selling delicious food but making the lives of people surrounding the food more enjoyable.

In October, Shinsegae Group’s lifestyle brand ‘Casamia’ unveiled its first brand advertising campaign since being acquired by Shinsegae Group. The campaign reflected the philosophy of being a stylish ‘Life Scene Maker’ that creates spaces resembling oneself rather than following trends or fads. Instead of lengthy brand explanations or flashy video effects, it enhanced consumer immersion by using delicate white noise such as birds chirping and a dog snoring. It received praise for enabling consumers to immerse themselves emotionally and heartfeltly in their own world called home, interpreting and accepting it as each consumer’s story living with furniture.

The comprehensive accommodation and activity platform ‘Yogi-otdae’ delivered a nationwide healing message through its summer brand campaign series ‘Let’s Run Away,’ encouraging people to take a break from daily life and have a moment of recovery. During a period when long-term travel was restricted and fatigue accumulated, the campaign resonated widely by appealing to the value of travel. All seven series videos attracted attention, including scenes of escaping the sweat-smelling subway to breathe fresh forest air and traveling while temporarily putting down the burdens of motherhood.

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