USMEF Unveils Beef Campaign in South Korea
December 10, 2009The U.S. Meat Export Federation (USMEF) has unveiled a multimedia advertising campaign with a “women-to-women” theme intended to raise the visibility of U.S. beef among South Korean consumers and counteract persistent negative images that have lingered since U.S. product reentered the market in mid-2008.
The campaign comprises television commercials, print ads, and bus ads on the theme of “Trust.” The same theme will be integrated into other USMEF activities, including retail and foodservice promotions.
“The ads are designed to respond to what Korean consumers have been telling us,” said Jihae Yang, USMEF-Korea director. “In our research, consumers have told us they want to see images of safety and wholesomeness, and they are most receptive to hearing such messages from people like themselves: women who feed U.S. beef to their families. Trust in U.S. beef needs to be rebuilt.”
The ads are built around three women: a rancher, a scientist, and a food safety inspector. The women are depicted in their work setting as well as with their children - sending the clear message that these women are both professionals as well as mothers who work to guarantee the safety of the beef they feed to their own families.
The ads, which are built around three women - a rancher, a scientist, and a food safety inspector, are aimed at women with school-age children; the association said that research shows that such women are the primary food purchasing decision-makers in the South Korean family.
USMEF cited the local trade as saying U.S. beef consumption in South Korea is on the rise and noted clear signs of gains in U.S. beef distribution and usage by the foodservice sector, which accounted for an estimated 65% of U.S. beef consumption in 2003.
The association found particularly encouraging growing usage among small- to medium-sized independent barbecue and rib soup establishments, whose collective potential demand for U.S. beef is considered the largest among all sectors. There is also new buying interest by some catering and institutional operators.
“There is growing willingness by small restaurants to use U.S. beef,” said Elly Sung, USMEF/Korea’s assistant marketing manager. “Several months ago, restaurants were reticent to use U.S. beef because of requirements which obligate them to display the country of origin. These concerns are abating.”
Weekly statistics for U.S. beef exported to South Korea show a steady rebound of sales, USMEF said, with the pace in late November reaching the second-highest level for all of 2009 and the highest level since February.
