CJ CheilJedang announced on the 26th that it will collaborate with Dr. Jung Hee-won to launch the 'Slow Life Haeba' campaign. 'Haeba' is a name inspired by removing the base from Hotbans, conveying the message that the 'Hotban Rice Plan' supports consumers who want to practice a slow life.
The Hotban Rice Plan is a product line introduced by CJ CheilJedang late last year, with the motto of intelligent and systematic health habits. It utilizes recipes from Dr. Jung Hee-won, who has garnered attention for her slow diet management. Due to its healthy taste, the two kinds of Hotban Rice Plan (lentil brown rice and farro whole grain rice) surpassed cumulative sales of 5 million units in just 10 months after their launch.
The Slow Life Haeba campaign will be conducted alongside MBC Standard FM's 'Jung Hee-won's Radio Comma,' hosted by Dr. Jung. This includes producing a 'Haeba Song' using the lyrics of the Hotban Haeba and every Thursday, in a fixed segment, Dr. Jung will diagnose listeners' stories for suitable slow life practices and award Hotban Rice Plan products.
Additionally, there will be a 'Haeba Challenge' focusing on Dr. Jung's slow life practices. In September, the concept will be 'small beginnings create big changes' as Dr. Jung participates in a 'Run with Jung Hee-won' challenge, slowly running 4.2 km together. After completing the 4.2 km run, participants can complete their registration by posting a photo of their running course with the hashtag '#Run_with_Jung_Hee-won' on social media (SNS). Prizes such as running shoes will be provided through a lottery to participants selected by Dr. Jung, who will be introduced to radio listeners.
In addition, at CJ CheilJedang's official site 'CJ The Market,' there will be a special event on the 'Slow Life Haeba' with Dr. Jung, offering the Hotban Rice Plan products at a discount of up to 40%. A lottery event will also be held to give away massage chairs and running gear. Notably, the Hotban Rice Plan has expanded from two existing products to include seven types, including ▲100% whole grain rice ▲black rice with Sori-tte ▲12 grain mixed rice ▲lentil quinoa konjac rice ▲chickpea quinoa konjac rice ▲brown rice and oat konjac rice ▲oat black rice konjac rice. All products utilized recipes from Dr. Jung.
A spokesperson for CJ CheilJedang stated, 'CJ CheilJedang will lead the practice of a slow life through the nine types of Hotban Rice Plan, where just changing one meal a day can establish healthy eating habits.'