- Ran IMC from a mid- to long-term perspective toward Excel Beef's goal of becoming the industry's No.1 brand
- Deployed a B2B + B2C two-track strategy to expand B2C reach and brand awareness
- Selected channels and executed content strategy to maximize brand exposure and strengthen awareness
- Collaborated on expanding the B2B business, strengthening brand power through B2B + B2C synergy
Results
- Took the No.1 share of Korea's US beef market in 2019–2020 (based on PIERS US trade data)
- Grew press coverage volume 660x, with rising awareness driving a second wave of media pickup
- Expanded brand awareness by maximizing brand exposure
- Contributed to revenue and business expansion through B2B collaboration
