Korea Agro-Fisheries & Food Trade Corporation (aT) - K-FOOD Advertising Effectiveness Study
Case Details
Company Profile Korea Agro-Fisheries & Food Trade Corporation (aT) was established in 1967 and operates as a government-affiliated agency dedicated to promoting the development of Korea's agricultural, fisheries, and food industries. The corporation has long been committed to stabilizing supply and demand for key agricultural and aquatic products, optimizing the agricultural product distribution system, and promoting Korean food culture globally. By integrating brand value with market strategy, aT actively expands into overseas markets, supporting Korean products for differentiated exports backed by national image. In recent years, the organization has helped drive Korean agricultural and aquatic food exports to reach a scale of USD 10 billion. Background Under the continued influence of the 'Hanguk Wave' (K-wave) cultural trend in Asian markets, the Korea Agro-Fisheries & Food Trade Corporation launched the 'K-FOOD Korean Immortelle Tea,' a vitamin-rich and skin-nourishing representative product, and selected Sichuan Province, China, as its primary promotional region. To enhance brand awareness and consumer affinity, starting in 2017, the product aired advertising videos on local television channels, including Sichuan's film, television, and cultural media platforms, to stimulate interest and purchase intent among audiences. To scientifically evaluate the advertising impact, the corporation urgently requires a systematic research effort to measure changes in consumer attitudes and behaviors before and after the ad campaigns. Research Scope In March 2017, CEIDEA Research was commissioned by the Korea Agro-Fisheries & Food Trade Corporation to conduct a study on the effectiveness of the television advertising campaign for the 'K-FOOD Korean Immortelle Tea' in Sichuan Province, China. The target population consists of Sichuan consumers matching the defined demographic profile. Through online surveys administered before and after the ad campaign, the study captures changes in consumers' awareness, preferences, purchase intentions, and willingness to recommend the Korean food and specifically the K-FOOD Immortelle Tea. Survey content includes: general public knowledge of Korean food, brand preferences, and purchasing tendencies; a detailed analysis of perceived differences and conversion effects in audience responses to the K-FOOD Immortelle Tea before and after the advertising campaign, thereby providing a comprehensive assessment of the advertising's reach and impact pathways.
Expected outcomes
This advertising effectiveness study will provide the Korea Agro-Fisheries & Food Trade Corporation with empirical data on Sichuan consumers' overall awareness of Korean food and the performance of the K-FOOD Immortelle Tea advertising campaign. The findings will help identify the extent to which advertising content and media strategies influence target audiences, thereby offering precise guidance for future media placement strategies, brand communication pathways, and market expansion decisions. This will further enhance the penetration and consumption conversion capabilities of Korean agricultural and aquatic products in the Chinese market.
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