December 15, 2010

US beef marketing in South Korea takes a different slant

Instead of focusing exclusively on safety, the new marketing message from US Meat Export Federation (USMEF) is conveying the quality and enjoyment US beef delivers to the South Korean market.

About one year ago, the USMEF launched a "To Trust" marketing campaign in South Korea to rebuild consumer confidence in US beef.

Through the support of the Beef Checkoff Programme and the USDA Market Access Programme (MAP), the campaign helped dispel much of the misinformation that had been spread about US beef and provided consumers with assurance of the US industry's commitment to beef safety.

The results have been outstanding, as this year's exports of US beef to Korea have more than doubled over 2009, rising 125% in volume (through October, more than 90,000 metric tonnes) and 168% in value (US$422.3 million).

On the other hand, as explained by Greg Hanes, USMEF assistant vice president for international marketing, the "To Trust" campaign has now moved into a different phase in which the advertising message can convey the quality and enjoyment US beef delivers, instead of focusing exclusively on safety.