USMEF-Korea Beef Campaign Takes Next Step

US and SOUTH KOREA - The newest installment in the US Meat Export Federation (USMEF) beef imaging campaign in South Korea was released this week to help sustain the very positive growth trend for US beef since it was reintroduced in Korea in 2008.
calendar icon 20 December 2011
clock icon 2 minute read

“World Class Beef” continues the “To Trust” theme, but is designed to help address those consumers, as well as end-users, such as restaurant owners, who have remained on the sidelines in the wake of extensive Korean media coverage that inaccurately reported concerns about American beef.

“Over the past two years, our ‘To Trust’ imaging campaign has helped us make significant gains in shifting consumer perceptions about US beef,” said Jihae Yang, USMEF-Korea director. “Now, we are changing the focus from safety to quality and helping educate Korean consumers on the fact that US beef is enjoyed by millions of people just like them all over the world.”

The “World Class Beef” story line, which was developed with support from the USDA Market Access Program (MAP) and the Beef Checkoff, depicts consumers in the United States, France, Mexico and Korea waking up to the delicious smell of beef with the message that world-class US beef is enjoyed by families in 110 countries around the world.

The campaign will include television commercials on Korean networks as well as targeted cable channels in addition to print and subway advertisements.

“When Korean consumers sample US beef, they realize that it is delicious and very competitively priced,” said Yang. “This campaign focuses on the positive qualities of US beef, providing clear reasons why consumers should choose it for their families.

US beef exports to Korea have made solid gains over the past two years. Last year exports jumped from 55,535 metric tons (122.4 million pounds) valued at $215.7 million in 2009 to 112,759 metric tons (248.6 million pounds) valued at $517.9 million. This year, exports are up another 43 per cent in volume and 36 per cent in value through the first 10 months of the year.

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