JWT wins Korean Pork Board account

The win follows a three-part pitch in which 20 agencies were involved.

In 2004, the Korean Pork Board was set up as an affiliate to the Ministry for Food, Agriculture, Forestry and Fisheries, maintained by pig farms and the government in order to effectively promote the consumption of domestic pork.

JWT is tasked with launching the Handon brand and boosting sales of domestic pork consumption through TV, radio, newspaper, magazine and POP.

Commenting on the win, JungWoo Park, managing director, JWT Adventure, stated: “This is an important strategic victory as we brought fresh ideas for the Pork Board that were attractive and in line with their vision for the brand. We’re looking to ride on this success and see it as the stepping stone leading us to handle future creative assignments for government and state-owned companies.”

The Handon brand and corresponding ad campaign is set to launch in June 2010.