Broadcasting of 80th Anniversary of Liberation Video
Campaign Proceeds Donated to Descendants of Independence Activist Koo Cheolseong
On August 4, CU announced that it will launch the "Taegukgi Lunchbox Campaign" in collaboration with the Ministry of the Interior and Safety to commemorate the 80th anniversary of Liberation. The campaign aims to promote the Love for the Nation Taegukgi Display Movement and raise donations for the descendants of independence activists.
This Liberation Day campaign was designed to reflect on the joy and significance of liberation and to encourage the culture of displaying the national flag on national holidays by naturally exposing the Taegukgi in daily life.
To achieve this, CU will conduct both online and offline marketing activities until August 15 at over 18,600 CU offline stores nationwide, through its own commerce app Pocket CU, and on its official Instagram account.
CU will continuously broadcast a commemorative video for the 80th anniversary of Liberation, produced by the Ministry of the Interior and Safety, on POS screens and digital signage in stores across the country. On Liberation Day itself, Taegukgi images will be displayed on the screens to increase public awareness of Liberation Day and the importance of displaying the national flag.
In addition, CU will designate eight of its most popular lunchboxes as "Taegukgi Lunchboxes" and carry out the "Liberation Day Taegukgi Lunchbox Donation Campaign," in which a portion of the proceeds from these lunchboxes will be donated to the descendants of independence activist Koo Cheolseong.
The Taegukgi Lunchboxes feature promotional materials introducing Koo Cheolseong, an independence activist who operated in Russia and the Primorsky Krai region, along with a QR code for customers to participate in a lunchbox discount coupon event.
The eligible lunchboxes include a total of eight items: the Overwhelming Series (Handon Kimchi Jeyuk, Thick Pork Cutlet), the One Meal Satisfaction Series (Soy Sauce Bulgogi, Spicy Pork, New Hamburg Chicken, Meat & Chicken), and the Meat Packed Series (Kimchi Jeyuk, Soy Sauce Bulgogi). These were selected from the top 10% of CU's best-selling regular lunchboxes to maximize customer exposure.
Customers who purchase any of the eight lunchboxes and accumulate CU membership points can receive up to five 15% discount coupons for Taegukgi Lunchboxes. Additionally, 80 customers who leave a supportive comment on the event page will be selected by lottery to receive 8,150 points, which can be freely used at CU stores.
The donations collected through the lunchbox campaign will be used to improve the living environment of the descendants of Koo Cheolseong, who currently reside in Kazakhstan. The funds will be delivered directly through CU Kazakhstan in September.
Further detailed content regarding the meaning of the Taegukgi, how to display it, where to purchase it, and information about the Love for the Nation Taegukgi Display Movement can be found on the Pocket CU event page and the official Instagram account.
Park Jongsung, Head of the CX Division at BGF Retail, stated, "This campaign was designed so that small everyday purchases can provide practical support to the descendants of independence activists," adding, "CU will continue to carry out various patriotic marketing activities based on our corporate value of being a good friend to society and practicing love for our nation."
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