April 15, 2013

In order to promote US beef and pork in Seoul, the US Meat Export Federation (USMEF) is co-operating with local meat distributors in South Korea by placing advertisements on delivery trucks.

Thirty-three Korean delivery trucks have been covered with the USMEF advertisement in a campaign initiated in 2011, which aims to reach many of the 10 million inhabitants of Seoul.

The billboards, which cover an estimated two million miles per year, are a cheaper way of advertising at just US$700 per truck. Seoul is also known for its traffic congestion, which only adds to the visibility of the ads.

Marketing manager for USMEF -Korea, J R Lee said, "The response from the company owners to this sales channel partner initiative has been very positive. They see these truck wrappings as a benefit - and endorsement from one of their best suppliers, which help them advertise one of their products. For us, it is a very efficient and inexpensive way to get our message in front of thousands of consumers each day."

The truck ads are inspired by Korea's application of mandatory country-of-origin labelling for meat products and aims to target both end-users as well as consumers.

Lee added, "There's probably not a person in Seoul who has not seen at least one of these trucks as they roam through the city. These are excellent reminders - both to consumers on the street as well as to the restaurants these trucks serve - that world-class US beef and pork are coming to a business near them."