With growing tensions of anxiety and distrust toward dairy products due to recent events such as mad cow disease, avian influenza, genetically engineered food, and melamine shock of dairy products in China, we are facing increasing demands of organic food in which we could rely on the processing system and its safety. In the midst of these current market environments, Sang-Ha Farm of Maeil Dairies is trying to differentiate its brand value and leadership with ‘honest’ branding strategy in the IMC way. After making the campaign slogan, ‘It must be Honest to be Organic,’ Sang-Ha Farm established three strategy points which are educate, experience, and spread in order to reach their goal. In long-term perspectives, their strategies have been acclaimed for providing foundations of revival to the dairy industry with brand story marketing. With all of these efforts, Sang-Ha Farm has finally achieved drastic demand increase and situated themselves as the leader of organic food.