New Ad Campaign Addresses Korean Misperceptions about U.S. Beef
New Ad Campaign Addresses Korean Misperceptions about U.S. Beef
Misinformation about U.S. beef and the manner in which it is produced has dampened consumer confidence and severely hindered sales in South Korea. Korea was once the third-largest market for U.S. beef, and expectations were high when the market reopened to U.S. beef exports in June 2008. But results have been somewhat disappointing, due in large part to the negative image created by this widespread misrepresentation of the U.S. beef industry.
To help address this situation, USMEF-Korea has unveiled a new advertising campaign, funded by the Beef Checkoff, showing consumers that there is no difference between the products U.S. ranchers export to Korea and the beef they serve to their own families. The advertisements feature positive images of U.S. cattle grazing in open fields, consumers enjoying U.S. beef meals in restaurants, shoppers buying high-quality U.S. beef in supermarkets and cattlemen engaged in proper care and handling of their livestock.
New consumer ads in Korea emphasize the quality and safety of U.S. beef
The main theme – “It’s not different” –dispels the notion that the U.S. beef industry exports products inferior to those consumed in the United States. The ads emphasize the careful feeding and production practices that are used to produce great-tasting, nutritious U.S. beef.
David Hamilton, a rancher from Thedford, Neb., who chairs the Nebraska Beef Council and the beef industry’s Joint International Markets Committee, was briefed on the advertising campaign while he was in Seoul recently on a trade mission to promote corn-fed U.S. beef.
“These are very pleasing, positive advertisements that should play well with Korean consumers,” Hamilton said. “They do a great job of portraying a wholesome rural image, and the environmentally friendly atmosphere in which U.S. beef is raised.”
The ad campaign emphasizes the commitment and involvement family farmers and ranchers have in their operations
To create the new series of advertisements, a production crew visited the Massey Ranch near Grand Junction, Colo., and the Triple J Ranch near Chickasha, Okla., earlier this summer. The ads have been placed in the July issues of Korean lifestyle, cooking and women's magazines, and will be featured in major newspapers and trade magazines. USMEF Korea is also planning to capture stories about these two ranch families and post them in consumer magazines and on a new consumer Web site entitled Beef Story.
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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
New Ad Campaign Addresses Korean Misperceptions about U.S. Beef
Misinformation about U.S. beef and the manner in which it is produced has dampened consumer confidence and severely hindered sales in South Korea. Korea was once the third-largest market for U.S. beef, and expectations were high when the market reopened to U.S. beef exports in June 2008. But results have been somewhat disappointing, due in large part to the negative image created by this widespread misrepresentation of the U.S. beef industry.
To help address this situation, USMEF-Korea has unveiled a new advertising campaign, funded by the Beef Checkoff, showing consumers that there is no difference between the products U.S. ranchers export to Korea and the beef they serve to their own families. The advertisements feature positive images of U.S. cattle grazing in open fields, consumers enjoying U.S. beef meals in restaurants, shoppers buying high-quality U.S. beef in supermarkets and cattlemen engaged in proper care and handling of their livestock.
New consumer ads in Korea emphasize the quality and safety of U.S. beef
The main theme – “It’s not different” –dispels the notion that the U.S. beef industry exports products inferior to those consumed in the United States. The ads emphasize the careful feeding and production practices that are used to produce great-tasting, nutritious U.S. beef.
David Hamilton, a rancher from Thedford, Neb., who chairs the Nebraska Beef Council and the beef industry’s Joint International Markets Committee, was briefed on the advertising campaign while he was in Seoul recently on a trade mission to promote corn-fed U.S. beef.
“These are very pleasing, positive advertisements that should play well with Korean consumers,” Hamilton said. “They do a great job of portraying a wholesome rural image, and the environmentally friendly atmosphere in which U.S. beef is raised.”
The ad campaign emphasizes the commitment and involvement family farmers and ranchers have in their operations
To create the new series of advertisements, a production crew visited the Massey Ranch near Grand Junction, Colo., and the Triple J Ranch near Chickasha, Okla., earlier this summer. The ads have been placed in the July issues of Korean lifestyle, cooking and women's magazines, and will be featured in major newspapers and trade magazines. USMEF Korea is also planning to capture stories about these two ranch families and post them in consumer magazines and on a new consumer Web site entitled Beef Story.
###
The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.