Building Brand Identity for U.S. Prime Grade Beef in Japan
With U.S. beef priced higher in Japan than competing imported product, USMEF is implementing a campaign to differentiate Prime grade U.S. beef. One of the campaign’s strategies is to position Prime beef as an appealing alternative to the domestic Wagyu beef that Japanese consumers know and love.
USMEF has heightened efforts to promote Prime cuts that are underutilized in the U.S. but can command a premium in Japan’s retail and foodservice sectors, such as round and chuck cuts, strip loins and coulottes.
Steak Gusto, a nationwide steak restaurant chain, recently ran a four-month special promotion featuring U.S. Prime grade strip loin on menus in its 66 locations. USMEF provided a sweepstakes incentive to expand public awareness and boost sales for the promotion, which ended July 31. Steak Gusto plans to relaunch the promotion in October.
Terume Kanazawa, one of Japan’s largest spa resorts located in Ishikawa Prefecture, is running a summer-long promotional campaign in its three on-site restaurants. U.S. Prime chuck flap and U.S. pork CT butt were featured in each of its restaurants through August. USMEF developed menus, provided tasting samples for guests and promoted the campaign through traditional and social media.
“We are increasing awareness of these underutilized Prime cuts in Japan and positioning them as premium products,” says USMEF Japan Director Tom Kasatani.
Image advertising for Prime beef is also capturing consumers’ attention, with ads displayed at 50 transit locations across Tokyo in July. These ads centered on areas such as Roppongi, home to a row of high-end steakhouses, and several areas with high-end businesses and upscale housing. This public relations campaign will resume during September and December.
The promotions and ad campaign were made possible by the Beef Checkoff Program, Texas Beef Council, Nebraska Corn Board and USDA’s Market Access Program.