Selected by the Korean Advertising Association
Brand Innovation of the 'Yellow Wave' Campaign Recognized
Ottogi announced on the 29th that it has won the 2024 Brand of the Year Award selected by the Korean Advertising Association for its 'Yellow Wave' campaign celebrating the 55th anniversary of its curry launch.
Planned and produced by the comprehensive advertising agency Adrich, this campaign received attention for its modern reinterpretation of Ottogi Curry's brand heritage, which has been part of Korean dining tables for the past 55 years, and its differentiated strategy that leveraged the characteristics of each media channel.
The TV commercial delicately portrayed the unchanging love among family members despite the changing food culture marked by the increase of single-person households and the spread of delivery culture, eliciting deep empathy from consumers.
Additionally, the 3D stereoscopic anamorphic outdoor advertisements showcased at major Seoul landmarks, Samsung Station K-pop Square and Sadang Station Seocho First signage, utilized cutting-edge technology to create innovative visuals. On the radio, the campaign proposed healthy seasonal recipes, effectively spreading the 'Yellow Wave' nationwide and delivering the brand value of 'Yellow Health' to great acclaim.
The Korean Advertising Association has been awarding the Brand of the Year since 2006, selecting brands that have achieved outstanding results through innovative and differentiated marketing communications amid fierce brand competition each year.
Eun Myung-hee, CEO of Adrich, stated, "We will continue to do our best to present innovative campaigns that read the changes of the times and deeply resonate with consumers."
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