OURHOME announced on the 13th that its frozen lunch box brand "ONTHEGO" ad campaign has surpassed 10 million views. This comes just one month after the advertisement was first published.
The ad campaign featuring actor Park Jung-min embodies the value of "a convenient yet proper meal amidst a busy lifestyle" that ONTHEGO pursues. This advertisement, showcased across various channels including YouTube, cable TV, and outdoor advertising, garnered significant attention on YouTube, a platform popular among the MZ generation (born from the mid-to-late 1980s to the early 2000s).
In particular, YouTube accumulated views reached 10 million. According to OURHOME, it received strong resonance mainly within the 2030 demographic. Indeed, the comments section of the relevant YouTube video shows positive reactions like "I trust it more because it’s Park Jung-min" and "I want to eat ONTHEGO, so I'm watching the video again."
This ad campaign is composed of a series of three pieces that emphasize ONTHEGO's unique differentiation as a frozen lunch box that replicates the original product and its appearance. The relatable actor Park Jung-min enhanced the product's credibility and likability through everyday stories, and the menus depicted exactly as shown on the packaging increased curiosity and anticipation about taste and quality, which likely contributed to the rise in views.
According to OURHOME, the overall average daily sales of ONTHEGO products increased by 145% since the campaign launch. The high level of interest in the ad campaign has translated into actual purchases. Moreover, collaborations with major distributors such as Lotte Mart and participation in offline events at Emart have positively impacted the expansion of distribution channels. This is expected to accelerate the network expansion across both online and offline channels.
A representative from OURHOME noted, "We are receiving high interest across various channels, including YouTube, which is enhancing our brand's likability and trustworthiness," and stated, "We plan to actively expand our communication with customers moving forward."