South Korea                                 ...

South Korea                                                                               

‘There’s Nothing Better Than Beef,” USMEF Tells Korean Consumers

“There’s Nothing Better Than Beef,” and U.S. beef is safe, delicious and nutritious. To deliver this message to South Korean consumers directly, the U.S. Meat Export Federation (USMEF) developed a series of three newspaper advertisements to remind them of the warm feelings aroused in the past by beef.

Despite the Korean ban on new imports, large frozen stocks remained in inventory. USMEF-Korea worked with retailers to promote sales and the new ads were in support of this effort. The three advertisements featured the tagline “There’s Nothing Better than Beef,” but had separate, carefully chosen Korean themes: Beef as a gift, beef soup, and the Korean beef dish, bulgogi. More than 25 years of experience in export markets have taught USMEF that marketing that is more culturally in-tune with its audience is more successful —  what works in one country may not work in another.

The Korean market has remained closed to new shipments of U.S. beef since the discovery of a single case of bovine spongiform encephalopathy (BSE) in the U.S. Even though USDA and the U.S. beef industry have had firewalls in place to protect the beef supply this discovery led to a further tightening of rules to prevent the spread of the disease in the cattle herd, while at the same time new protocols ensured that materials most likely to cause the infection were removed from the food supply. These expanded efforts, however, have not yet convinced the Korean government to resume beef trade with the U.S.

For more information on the “There’s Nothing Better Than Beef” campaign and for photos of the three advertisements, read the news release on the USMEF Web site, www.usmef.org.

South Korea                                                                               

‘There’s Nothing Better Than Beef,” USMEF Tells Korean Consumers

“There’s Nothing Better Than Beef,” and U.S. beef is safe, delicious and nutritious. To deliver this message to South Korean consumers directly, the U.S. Meat Export Federation (USMEF) developed a series of three newspaper advertisements to remind them of the warm feelings aroused in the past by beef.

Despite the Korean ban on new imports, large frozen stocks remained in inventory. USMEF-Korea worked with retailers to promote sales and the new ads were in support of this effort. The three advertisements featured the tagline “There’s Nothing Better than Beef,” but had separate, carefully chosen Korean themes: Beef as a gift, beef soup, and the Korean beef dish, bulgogi. More than 25 years of experience in export markets have taught USMEF that marketing that is more culturally in-tune with its audience is more successful —  what works in one country may not work in another.

The Korean market has remained closed to new shipments of U.S. beef since the discovery of a single case of bovine spongiform encephalopathy (BSE) in the U.S. Even though USDA and the U.S. beef industry have had firewalls in place to protect the beef supply this discovery led to a further tightening of rules to prevent the spread of the disease in the cattle herd, while at the same time new protocols ensured that materials most likely to cause the infection were removed from the food supply. These expanded efforts, however, have not yet convinced the Korean government to resume beef trade with the U.S.

For more information on the “There’s Nothing Better Than Beef” campaign and for photos of the three advertisements, read the news release on the USMEF Web site, www.usmef.org.