Campaign details

Brand: Mokjang Nadeuli Grill Grill Cheese
Brand owner: Seoul Dairy
Lead agency: McCann Worldgroup
Country: South Korea
Industries: Dairy products, fats, oils
Media channels: Cinema, Product placement, Television
Budget: 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 sales and needed to find a way to win back its customers. The company did so by taking advantage of its Korean heritage and, as a result, created a phenomenon that kick-started a cultural trend that not only increased sales, but also provided Koreans with a new way to enjoy a traditional delicacy. This is the story of 'sam-chee.'

Market background and cultural context

The cheese market