Dasesang’s Chungjungone Brand Celebrates 30th Anniversary with Catchphrase ‘Making Today More Delicious’

Celebrating the 30th anniversary this year, Chungjungone has unveiled an emblem and has been conducting a new advertisement campaign with its model actress Lim as its model to once again stress the identity of the brand. (Photo: Daesang)

Daesang’s brand “Chungjungone,” celebrating the 30th anniversary of its launch, has unveiled its related ad campaign and anniversary emblem to once again stress its identity as a life food brand.

The move aims at expanding its boundary as a brand — working with consumers in their daily life beyond food.

Daesang Group has been growing with a focus on soybean paste using fermentation technology since its founding in 1956.

Chungjungone, which made its debut in 1996, is Daesang Group’s integrated food brand.

The brand has been expanding its business portfolio from soybean paste, sources and seasonings to instant foods and beverages.

Of late, Chungjungone has been ramping up home meal replacements to meet rising demand.

The brand’s representative products include “Sunchang,” “Haetsal Dameun,” a soy sauce, “Mat seonsaeng,” a seasoning, “Curry Queen,” “Hongcho,” “Anjuya,” a snack served with alcoholic beverages, and “HOME:ings,” an HMR.

In 2001, Chungjungone presented the identity of its brand as a “Life Food” company, recommending dietary culture in the whole of daily life beyond the simple supplying of good products, and placed advertisements under the catchphrase “Making Today More Delicious.”

At that time, Daesang unveiled a concept advertisement personifying as “Jungone,” named after actor Song Joong-ki, hired as Chungjungone’s model.

The advertisement had been contributing to raising the standing of the brand and expanding contact with consumers.

Celebrating the 30th anniversary this year, Chungjungone has been conducting a new advertisement campaign to once again stress the identity of the brand.

The brand has produced an ad video using actress Lim Yoona as its model under the theme “Unexpected Joy.” It portrayed moments of families’ daily lives under the slogan “Deliciously without Realizing It.”

Chungjungone plans to release three ad videos under the theme “Today We Want” through YouTube, TV and social media channels on a gradual basis.

The brand plans to expand contact with consumers via diverse channels.

Chungjungone also disclosed an emblem celebrating the 30th anniversary of the brand.

It has been produced by melting down the shape and colors of the conventional logo on top of the number 30.

The emblem is to be applied to product packages, distribution channels and online platforms.

Chungjungone plans to expand content related to the 30th anniversary and continue to release new products tailored to dietary life changes while ramping up product competitiveness to cope with instant and healthy food and other consumption trends.

Park Eun-young, head of the Food Business Unit with Daesang, said, “Celebrating the 30th anniversary is expected to serve as an opportunity to re-establish the values the brand has cherished while walking during the period, and but also an important opportunity to clarify in a more specified fashion the future direction.”

Chungjungwon will deliver in a more institutive fashion our pursuing message through the brand campaign and anniversary emblem and strengthen brand experiences in the whole of daily life by further expanding contact with consumers, Park said.

Chungjungone Releases ‘Half Calorie Mayonnaise’

Daesang Chungjungone said on March 12 the brand was launching “Half Calorie Mayonnaise,” lowering calories and fat more than 50 percent.

Amid continued consumption trends of pursuing healthy dietary habitats, demand on low-sugar and low-calorie productions is on a steady rise.

Chungjungone has been unveiled low-specification sauce and dressing line-ups, carrying it own emblem “LOWTAG,” attached to products complying with “low”- and “no”-standards set by the Ministry of Food and Drug Safety (MFDS) and they have gotten a good reception.

In keeping with the trends, Chungjungone has released a mayonnaise product targeting those who are concerned with high-calories and fat content.

Half Calorie Mayonnaise retains its originally sweet taste, but it is more than 50 percent lower in terms of calories and fat.

It realizes mayonnaise’s creamy texture and sweet flavor via the brand’s fat reduction technology with plant-based materials, such as dietary fiber and microbial fermentation products.