JONGGA KIMCHI
DRAWING ATTENTION TO THE CRITICAL ISSUE OF SHRINKING BIODIVERSITY
CHALLENGE
Create an ESG campaign that increases awareness and affinity of Jongga Kimchi among Gen MZ on both sides of the Atlantic.
EXECUTION
Linking fermentation with food preservation, Legend developed Jongga’s Generation Preservation campaign to draw attention to the issue of shrinking biodiversity. The multi-pronged, global purpose-driven program leveraged non-profit partners to educate, launched (P)reserve a Table Dinner Series at marquee NYC and London restaurants, and teamed up with celebrity chef Kristen Kish to amplify Jongga’s purpose and product deliciously.
IMPACT
The global campaign served up 1.4 billion earned media impressions and more than 70+ pieces of bespoke social content.
Legendary Placement