Leading with Eight "Super-Easy Broth Dishes"
Delivering the Message: "A Taste You Recognize"
On July 31, Daesang announced that its convenient meal brand 'HOME:INGS' is launching a new advertising campaign featuring actress Lee Minjung and creator IpjalbeunHaetnim.
This campaign highlights the recently released lineup of eight "super-easy broth dishes," delivering the key message, "A taste you recognize, HOME:INGS," together with two culinary experts. The brand aims to convey its value of providing a satisfying dining experience anytime and anywhere through HOME:INGS’ uniquely differentiated products, perfected by expert precision.
This campaign delivers the message, "A taste you recognize, HOME:INGS." The products consist of eight varieties, including "Ugeoji Doenjang-guk," "Chadol Doenjang-jjigae," and "Beef Miyeok-guk." Cooking is completed in three minutes (180 seconds) after boiling, with no need for separate defrosting. Daesang explained that it enhanced the flavor by applying its proprietary pre-processing and concentrated seasoning technology. Each serving is individually packaged, which is another notable feature. Consumers can enjoy "one menu per person" according to their preferences, and the compact size?about the size of an adult’s palm?makes frozen storage easy.
Actress Lee Minjung has newly joined as a campaign model. Daesang stated, "Lee Minjung’s bright and healthy image aligns well with the values our brand pursues." IpjalbeunHaetnim is participating for the second consecutive year, this time introducing the new product "Mukeunji Kimchi-jjigae." The advertisement featuring Lee Minjung emphasizes that restaurant-quality broth dishes can be easily enjoyed at home, while IpjalbeunHaetnim’s advertisement adopts a live broadcast concept to vividly showcase the cooking process.
The brand has also undergone a visual renewal. To emphasize the image of "precise design" in product flavor, the packaging design, including the main color, has been completely revamped, and the brand identity (BI) has been changed from the lowercase "ings" to the uppercase "INGS."
Park Jongsup, Head of Marketing at Daesang, said, "Through this campaign, introduced by Lee Minjung, who has witty conversation skills and excellent cooking abilities, and IpjalbeunHaetnim, who has served as a gourmet endorser for two consecutive years, we will showcase the improved appeal of HOME:INGS to consumers." He added, "We will propose unique gourmet experiences that reflect the increasingly segmented preferences of consumers for convenient meals."
This advertisement video will be released first on Daesang’s YouTube channel "Foodcast" starting August 1, and will subsequently be broadcast on TV and digital platforms.
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