New U.S. Beef and Pork Products Launched During Integrated Campaign in Peru
USMEF partnered with a Peruvian supermarket chain to launch new U.S. pork and beef products in Lima. Through a series of summer grilling events hosted by Tottus, USMEF introduced the new products during grilling events and alerted audiences to upcoming promotions at several Tottus stores.
More than 1,200 attended “Meet & Grill” events at six popular beach areas in Lima during February and March, with the main attraction being masterclasses taught by expert grilling chefs. A USMEF ambassador was also on hand at each event to explain why their superior tenderness and flavor make them excellent for grilling. Audiences also learned about upcoming promotions for the products at Tottus supermarkets.
“We reached new audiences at the Meet and Grill events and introduced them to new U.S. beef and pork products,” says USMEF South America Representative Jessica Julca. “We were also able to publicize the upcoming promotions during the event and through social media with Tottus.”
High-traffic stores in upper-income districts were selected for the U.S. pork and beef promotions, which included tasting demonstrations and branded point of sale materials. The featured U.S. products included U.S. beef porterhouse under a Tottus private label, several beef cuts from USMEF member Creekstone (available at six stores) and a new line of Tottus-branded U.S. pork products launched at eight stores. The new U.S. pork products are: Tenderloin, boneless pork belly, baby back ribs, spareribs (whole piece and portioned), “Banderita” spareribs, pork chops (bone-in loin), and Boston butt burger.
The beach events and retail promotions for U.S. pork and beef were made possible by Indiana Soybean Alliance.