New Ad Campaigns Launched as U.S. Pork Seeks Year-Round Traction in Korea
New Ad Campaigns Launched as U.S. Pork Seeks Year-Round Traction in Korea
To spark interest in U.S. pork as a year-round entrée selection, USMEF-Korea has launched an advertising campaign in consumer and restaurant trade publications to boost retail and restaurant sales.
“The Korean economy and currency have been hit hard over the past year, which has made this a very challenging market,” said Jihae Yang, USMEF-Korea director. “But by marketing aggressively on a year-round basis, we feel we can rebuild strong demand for U.S. pork.”
U.S. pork is typically available in retail stores only from May through August, Korea’s high demand season for pork belly. This seasonality hinders attempts to increase product awareness and build momentum for U.S. pork sales. USMEF has persuaded some stores – including Lotte Mart, one of the country’s major discount retailers - to begin selling U.S. pork year-round. USMEF is supporting this effort with new print advertisements (below, left) aimed at Korean retail consumers. The message is also featured prominently on Pork Story, USMEF-Korea’s newly launched consumer Web site.
To build credibility with the target audience, USMEF received testimonials from three Korean restaurant owners who utilize U.S. pork and have endorsed its quality and superiority in a new trade advertisement (below). They emphasize its stable supply, reasonable price and excellent quality in trade magazines that target the restaurant and hospitality industries.
“This endorsement is the first of its kind for U.S. pork in Korea and a significant promotional breakthrough for USMEF in this market,” Yang said.
New consumer, restaurant trade advertisements boost profile of U.S. pork in Korea
Korea’s mandatory country-of-origin-labeling requirement for restaurants has created an opportunity to increase visibility for U.S. pork and make more consumers aware of its year-round availability.
Korea is the sixth-largest export market for U.S. pork, though exports to Korea have slumped this year. Through September, pork plus pork variety meat exports totaled 78,078 metric tons (172.1 million pounds) valued at $164.5 million – nearly 25 percent below last year’s pace.
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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.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.
New Ad Campaigns Launched as U.S. Pork Seeks Year-Round Traction in Korea
To spark interest in U.S. pork as a year-round entrée selection, USMEF-Korea has launched an advertising campaign in consumer and restaurant trade publications to boost retail and restaurant sales.
“The Korean economy and currency have been hit hard over the past year, which has made this a very challenging market,” said Jihae Yang, USMEF-Korea director. “But by marketing aggressively on a year-round basis, we feel we can rebuild strong demand for U.S. pork.”
U.S. pork is typically available in retail stores only from May through August, Korea’s high demand season for pork belly. This seasonality hinders attempts to increase product awareness and build momentum for U.S. pork sales. USMEF has persuaded some stores – including Lotte Mart, one of the country’s major discount retailers - to begin selling U.S. pork year-round. USMEF is supporting this effort with new print advertisements (below, left) aimed at Korean retail consumers. The message is also featured prominently on Pork Story, USMEF-Korea’s newly launched consumer Web site.
To build credibility with the target audience, USMEF received testimonials from three Korean restaurant owners who utilize U.S. pork and have endorsed its quality and superiority in a new trade advertisement (below). They emphasize its stable supply, reasonable price and excellent quality in trade magazines that target the restaurant and hospitality industries.
“This endorsement is the first of its kind for U.S. pork in Korea and a significant promotional breakthrough for USMEF in this market,” Yang said.
New consumer, restaurant trade advertisements boost profile of U.S. pork in Korea
Korea’s mandatory country-of-origin-labeling requirement for restaurants has created an opportunity to increase visibility for U.S. pork and make more consumers aware of its year-round availability.
Korea is the sixth-largest export market for U.S. pork, though exports to Korea have slumped this year. Through September, pork plus pork variety meat exports totaled 78,078 metric tons (172.1 million pounds) valued at $164.5 million – nearly 25 percent below last year’s pace.
# # #
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.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.