Bel Group partners with McCann to market cheese in Korea

SEOUL - Bel Group, the world's largest portioned cheese producer, has appointed McCann Worldgroup as its creative and media agency of record in Korea, following a pitch that included incumbent Saatchi & Saatchi, HS Ad (formerly LG Ad) and TBWA.

The French company’s creative and media accounts will be split between McCann Erickson and Universal McCann respectively, while fellow IPG agency Momentum will reportedly develop activation and retail marketing projects.

Bel Group is understood to be in the process of finalising its Korean business plan with a new local distributor, and is looking to increase its marketing activity in the Korean market. Its global portfolio includes brands such as Belcube, Kiri, Baby Bel and Laughing Cow, among others.

An agency source noted that while cheese consumption remained relatively low in Korea, Bel had identified potential based on fast growth rates and the market’s high value in terms of price per kilogram.

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