Developed by USMEF, the iPhone application includes photos, detailed cooking methods and a "Today's Recommendation" page providing consumers with a guide to healthy and tasty dishes featuring US beef and pork, USMEF relays. Users may also search for new recipes according to cooking method, such as stewing, grilling or stir-fry.
USMEF is wrapping some Tokyo buses in advertising to increase awareness of the promotion. Consumers who spot the buses featuring the US beef advertising can instantly qualify for US beef prize drawings by sending a photo of the bus through their mobile phone, conveying a message through Twitter or featuring an article on their personal blog. One-hundred winners will be selected. The campaign featuring distribution of the iPhone application will run through the end of January.
"This is a great new way of connecting with busy consumers on the go, to increase their awareness of American beef and pork," said Takemichi Yamashoji, USMEF senior marketing manager in Japan. "We see this as a communication tool that will help consumers with every aspect of the dining experience - from planning to shopping to meal preparation. It's truly exciting to put this much valuable information at our customers' fingertips."