New USMEF beef campaign launches in S. Korea

by Dec. 16, 2011
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DENVER – Earlier this week, the newest installment in the US Meat Export Federation’s beef imaging campaign in South Korea was launched to help continue the positive growth trend for US beef since being reintroduced to that country in 2008.

Although “World Class Beef” continues the “To Trust” theme, it is designed to help address consumers and end-users, such as restaurant owners, who have remained skeptical of the safety of US beef following South Korean media coverage that inaccurately published safety 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.”

Developed with support from the USDA Market Access Program (MAP) and the Beef Checkoff, the World Class Beef story line depicts consumers in the US, France, Mexico and Korea waking up to the aroma of beef with the message that world-class US beef is enjoyed by families in 110 countries throughout the globe.

Television commercials on South Korean networks and targeted cable channels, in combination with print and subway advertisements, will be included in the campaign.

During the past two years, US beef exports to South Korea have earned solid gains. In 2010, exports increased from 55,535 metric tons (122.4 million lbs.) valued at $215.7 million in 2009 to 112,759 metric tons (248.6 million lbs.) valued at $517.9 million. Exports are up another 43 percent in volume and 36 percent in value through the first 10 months of 2011.

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