Hetbahn Wins Marketing Award at US 'Mercury Awards' Two Years in a Row

CJ CheilJedang announced on the 4th that its instant rice brand Hetbahn received the Honors Award at the 37th Mercury Awards in the United States, earning the honor of winning for two consecutive years.

Now in its 37th year, the Mercury Awards is one of the world's top three promotional material competitions. It is internationally recognized in the marketing communications field and is hosted by the American firm MerComm. The awards evaluate entries based on the effectiveness of message delivery and the originality of creativity. This year, over 400 works from 14 countries worldwide were submitted.

CJ CheilJedang Hetbahn wins Mercury Awards marketing category for two consecutive years in the US, active in domestic and international advertising festivals Photo by CJ CheilJedang

Last year, Hetbahn entered the competition with the slogan "The More You Know, The More You Feel at Ease with Hetbahn," winning the Gold Award, the highest prize in the Awareness Campaign category within marketing. This year, Hetbahn submitted a comprehensive campaign that developed and operated the Rice Warehouse School brand worldview, receiving the Honors Award in the Branding & Rebranding category within marketing. This marks two consecutive years of recognition in the marketing field.

The campaign centered on the Rice Warehouse School brand achieved results exceeding its goals. The Rice Cream, launched targeting the MZ generation (Millennials + Generation Z), sold 2.2 million units, and the brand video for the new product Hetbahn Cupban BIG, which was released with increased quantity reflecting their needs, recorded over 1.28 million views. The pop-up store "Rice Warehouse School," where visitors could directly experience the worldview, had its experience class reservations fully booked within two days.

A CJ CheilJedang representative said, "Winning the Mercury Awards for two consecutive years recognizes Hetbahn's brand communication efforts that prioritized communication with customers," adding, "We will continue to actively carry out marketing activities centered on communication with our customers."