MIL Kimchi®
The Ask
Mother-In-law’s Kimchi is well known for their delicious, authentic, ready-to-eat Kimchi. Their team approached Set Creative Studios with a new product called MUL. “Mul” means water in Korean and is symbolic of kimchi as water, essential to life. Mul kimchi is made seasonally but often eaten alongside other types of kimchi and banchan in a daily Korean meal to boost immunity and digestion during the meal. While mul is commonly found in Korea, it’s a new concept for the American palate. The goal of this shoot was to create assets that would help educate consumers on what MUL is, how they can enjoy it, and why it’s good for them.
Deliverables
Mother-In-Law’s Kimchi now has a wide variety of highly educational and versatile assets. Those assets are currently being used on their website, in email marketing, and on social media. Additionally, the assets were showcased during the MUL product release in their booth at Expo West 2022. Overall, the shoot was a success and the initial consumer feedback on MUL has been positive.
Creative Direction
The goal was to showcase the various uses for the product in a variety of scenes. To help tell the story, we created stills and GIFs utilizing models to show consumers the various ways they can enjoy MUL. We achieved this in 3 ways: We highlighted use in the kitchen (served cold with noodles), relaxing at home (sipping a cup/bowl), and in an office setting (for on-the-go).
