Client
EU Pork
Industry
Food & Beverages
Tags
Brand Management, Digital Consulting
Building Market Presence for EU Pork through Digital, Retail, and On-Site Activations
Introduction
The EU Pork campaign, managed by EIBENS Consulting and co-funded by the European Union, aims to enhance awareness and consumption of premium European pork products from Spain and Portugal across Asian markets.
To deliver the campaign’s activities in South Korea, expand k was selected as its trusted local partner agency, bringing deep expertise in digital marketing, PR, and event operations. Over the due course, the partnership’s shared goal is to establish European pork as a trusted product category among both professionals and consumers in Korea through integrated digital, retail, and experiential marketing initiatives.
Challenges & Objectives
The Korean F&B landscape is often characterised with strong domestic consumption tendencies and firmly established supplier networks. European pork, while recognised for its quality, lacked visibility in local retail and digital channels. The key challenge lay in breaking through regulatory, logistical, and perceptional barriers - translating the campaign’s European narrative into experiences that resonated with Korean professionals and consumers alike.
The objectives were to secure measurable awareness through digital PR, e-commerce partnerships, and offline events, while ensuring regulatory compliance, brand consistency, and data-backed reporting across every campaign activity.
Activities
expand k coordinated a full local programme - from planning through execution - to ensure a successful campaign in brand awareness enhancement.
For trade engagement, our team secured a campaign stand at Seoul Food & Hotel and led booth construction, product sourcing from EU suppliers, expert hiring and on-site staffing to ensure seamless professional demonstrations. Culinary masterclasses were arranged with leading cooking schools in Seoul and Busan, where professional chefs delivered hands-on sessions and theoretical briefings to cohorts of trainees.
To engage industry stakeholders, expand k organised B2B tasting events and networking sessions designed to connect importers, retailers and F&B professionals with EU suppliers. Retail and e-commerce activations were negotiated and executed with local retailers and online platforms, ensuring that banners, in-store placements and digital promotions were in place and that product assortments remained available throughout each promotion window.
Complementing these offline measures, expand k oversaw the localisation of contents and ongoing PR, delivering advertorials and digital coverage to maximise reach, while providing the required photo- and geo-tagged documentation and financial proofs to satisfy the campaign’s reporting requirements.
Results
The EU Pork campaign successfully positioned European pork as a high-quality and reliable product category within the Korean market. expand k's activities delivered consistent digital visibility, strengthened professional credibility through events and media coverage, and achieved tangible engagement across multiple e-commerce and retail channels.
By integrating performance tracking and localised storytelling, the campaign built lasting brand recognition and established a scalable framework for future European agrifood market development initiatives in Korea.