Lamb Weston

How We Brought Lamb Weston's Brand to Life in Korea's F&B Ecosystem 🍽️🇰🇷

In Korea's food service industry, product credibility is shaped by the professionals who cook with it. Chefs, restaurateurs, and food trade media carry far more influence than conventional brand advertising, and for Lamb Weston, a global leader in frozen potato products, generating genuine local demand meant activating those voices strategically within Korea's culinary community.

expand k planned and produced a full suite of localised branded content across photography, recipe video, and editorial formats, each tailored to resonate with Korea's food trade ecosystem and Instagram landscape. Our team sourced and managed a top chef influencer collaboration end-to-end, adapted Lamb Weston's global chef challenge campaign for the Korean market, and secured placements across key platforms including Olive Magazine, BnD, and Lamb Weston's own social channels to reach industry professionals through the media they already trust.

The impact was clear. Brand awareness grew by 500%, impressions exceeded 100,000, and product visibility increased by 250% across Korea's food service and lifestyle media landscape.

In a market where purchase decisions are shaped by peer validation and professional endorsement, reach alone is not enough. expand k helped Lamb Weston earn credibility within Korea's culinary community by building content that industry professionals genuinely wanted to engage with, turning local production into sustained brand momentum.

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