The message grill grids were provided to major BBQ restaurants selected among Cham-iseul distributors in Seoul. Alongside the food & drink menu, grill grid menu was served to the customer. He/she picked one fits his/her situation. The message showed on the cooked meat. A delightfully surprising and unforgettable confession was made without a hangover.

'Likes' on Hitejinro (the company) Facebook page almost doubled thanks to the promotion. It is very meaningful for such an old brand to help make its presence on SNS in building relationships with young targets. Actually, top of mind in aimed target group rebounded and showed a record-high figure of 75%. During the promotion period, the mean alcohol consumption at the restaurants was decreased by 21.5% while the portion of sales of Cham-iseul was maintained. Considering such a low budget spending of 50,000 dollars, ROI was huge as free PR effect was equivalent to 2 million dollars.