NEW YORK: Formula PR has been selected as the North American AOR for Korean cuisine distributor CJ Foods, with a primary focus on increasing awareness and exposure of the region's eats."In addition to driving traditional PR and social media for CJ Foods, Formula will assist in our larger mission to get more Americans to learn about, taste, and appreciate the unique flavors of Korean cuisine," said Elliot Hamyung Chung, senior brand manager for CJ Foods.
The agency was hired based on its current North American PR work for CJ's Annie Chun's brand, an all-natural Asian cuisine offering, said Michael Olguin, president of Formula PR. The firm has worked with Annie Chun's for about a year and a half.
CJ Foods has a number of food lines that include sauces, rice, potstickers, and seaweed products.
"This is an expansion of [the Annie Chun's contract] to represent all of the CJ Foods brands in the US," added Olguin. "It's not really for brand-specific work. It's about raising awareness about eating Korean food."
Last month, the agency supported CJ Foods' debut at the Fancy Food Show in Washington, DC. In addition to trade show work, Formula PR will also implement a blogger program and support social media initiatives on Facebook and Twitter.
Other planned activities include a chef certification program and an ambassador sampling program, designed to identify local and regional chefs throughout the US. The agency will also drive editorial coverage in consumer and trade publications, broadcast outlets, and daily newspapers.
The business will be handled by Formula PR's consumer products team. The budget for the account was not disclosed.