Ourhome ON THE GO Unveils New Campaign

Combining the meal term ‘Jinji’ with a ‘serious attitude’... Capturing the ON THE GO brand philosophy for a ‘proper meal’

Actor Yoon Kyung-ho's serious immersion and pleasant twists wittily resolve daily meal concerns

Expanding the brand from convenience food to 'daily food' naturally chosen within various lifestyles

[2026/09/30=HSAD] HSAD (CEO Park Ae-ri) announced on the 30th that it has released the new advertising campaign ‘Taking Jinji Seriously’ for Ourhome's convenience food brand ‘ON THE GO’.

This campaign captures the ON THE GO brand philosophy of providing a simple yet proper meal even in a busy daily life. The strategy is to establish the brand as a daily food naturally chosen within various lifestyles, moving beyond the perception of being just frozen lunch boxes.

HSAD presented the campaign theme ‘Taking Jinji Seriously’ by combining ‘Jinji’ (the honorific term for a meal) with a ‘serious attitude’ toward a meal. It playfully delivers the differentiators of ON THE GO, which has carefully considered everything from raw ingredients to taste, nutrition, and convenience.

Actor Yoon Kyung-ho was selected as the advertising model. Yoon Kyung-ho is an actor who makes even ordinary daily life into strangely funny and impressive scenes. His unexpected charm, created by his serious expressions, high level of immersion, and life-oriented characters, aligns with the ‘Taking Jinji Seriously’ campaign concept to deliver ON THE GO's sincerity toward a meal in a pleasant yet powerful way.

In the advertisement, Yoon Kyung-ho suddenly appears next to a couple worrying about a meal after putting their child to sleep, or slides in front of office workers preparing for a meeting. By combining Yoon Kyung-ho's excessively serious acting with grand atmospheric music, everyday meal concerns are boldly expressed as if they were important declarations. Additionally, the unique playfulness of the campaign is enhanced by adding unexpected ways of appearing and the contrast with realistic situations.

Wit was also added to the copy. The brand philosophy of ON THE GO regarding a meal was emphasized with copies such as “Since when was the word ‘careless’ attached to a sublime meal?” and “For a world where we eat properly even if we prepare carelessly.” Also, in response to the exclamation “The ingredients are huge,” the copy replies, “It's not just ingredients, it's the raw materials,” intuitively expressing the texture and quality of the product's raw materials.

Choi Gyu-won, the CD (Creative Director) at the HSAD CR Center who oversaw the production of this advertisement, said, “I wanted to easily and intuitively convey through witty language how much ON THE GO considers and makes a meal properly. In the future, rather than unilaterally explaining the brand's strengths, I want to create campaigns that can resonate in a way that touches the daily lives of consumers.” (End)

[Ourhome ON THE GO Campaign ‘Taking Jinji Seriously’ Video Links]

- Parenting Version: https://youtu.be/2qTeERiKrQc

- Meeting Preparation Version: https://youtu.be/1o9QHRLTOC0

◆ At a Glance

· Issuing Organization: HSAD

· Distribution: September 30

Source: LG Press Release

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