Here's the Beef
In Seoul, South Korea, Lotte Mart – major retail operator with an outstanding premium private brand called “Wiselect,” had no beef with Daymon Worldwide. Until recently, that is.
But then representatives of the two companies traveled together to the small island of Tasmania off the coast Australia – known for its pure ocean and air and well preserved, beautiful nature – and came back to Korea with a new line of high quality beef products under the “Wiselect Tasmania” label. Turned out the travelers were just too enraptured with the clean air and environment and high quality of the beef cattle in Tasmania to return empty handed.
Wiselect Tasmania Beef was launched with a full array of press, marketing and educational materials, including articles about Tasmania that Lotte released through Korean consumer newspapers, information-based store flyers, and in-store posters that were displayed at in-store demo stations.
“The way this program was developed and launched is one of the finest examples I have seen of Daymon, customer and supplier partner teamwork,” said Hoon-shin Han, Daymon Business Manager at Lotte Mart. “We were all very proud when we saw finished product being served at the luncheon and being sold in the stores.”