Integrated Brand Management Group Metaphor Co., Ltd. (CEO Park Hayoung) and the U.S. Meat Export Federation (USMEF) were honored with the Silver award in the "Digital Advertising - Governments & NGO" category at the 2025 &Award.
The &Award, hosted by the Korea Digital Enterprise Association and sponsored by the Ministry of Science and ICT, is a prestigious ceremony that annually recognizes innovative projects contributing to the advancement of the digital industry. This year’s awards ceremony was held on February 26, 2026.
This achievement was the result of a collaborative effort between the U.S. Meat Export Federation and its official digital agency, Integrated Brand Management Group Metaphor Co., Ltd. Over the past five years, the two organizations have built a strategic partnership and launched differentiated campaigns together.
The award-winning "American Meat Story" 'Pick Meat Up' series started from the everyday refrigerator concerns consumers face and received positive reviews for offering direct solutions using U.S. meat. Addressing consumer needs for making the most of ingredients amid rising food costs, the campaign solicited real "refrigerator dilemma" stories and provided recipes to revive ingredients that are difficult to use.
Additionally, to address the specific refrigerator concerns of different target consumers, the series was structured into Season 1 and Season 2, each providing customized solutions optimized for each audience. Tailored influencer collaboration content was also produced in line with each season’s concept, drawing strong interest and resonance from consumers.
This recognition is seen as the outcome of USMEF’s two-way communication efforts with consumers, not only promoting its products but also naturally demonstrating that U.S. meat can be a practical solution for efficiently utilizing leftover ingredients in the refrigerator. By proposing appropriate cuts for different situations, the campaign effectively conveyed both the nutritional excellence of U.S. meat and the importance of balanced protein intake.
Junil Park, Director of the U.S. Meat Export Federation Korea Office, commented, "We are pleased that our efforts to listen to and communicate with consumers about their everyday concerns have received such a positive evaluation," and added, "We will continue to provide communication that contributes to healthy eating habits for consumers, based on accurate information and the nutritional excellence of U.S. meat."
Meanwhile, Metaphor is an integrated brand management group that has managed the U.S. Meat Export Federation’s social media channels and conducted both online and offline campaigns. Over the past five years, Metaphor has successfully executed integrated marketing communication (IMC) campaigns centered around the "American Meat Story" channel of the U.S. Meat Export Federation.
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