U.S. Beef Hotpot Campaign, Parade Win Over Consumers and Media

"U.S. beef! Swish twice tastes the best!" This USMEF slogan is teaching Taiwanese consumers not to overcook the U.S. beef in their hotpots so that they can truly appreciate the original taste and flavor of U.S. beef. Hot pot restaurants are a popular and trendy way to eat beef, and a USMEF hot pot campaign hit the road on Dec.27, drawing hundreds of hotpot enthusiasts and U.S. beef lovers to a parade.

More than 300 people, from an 11-month-old baby to a 70-year-old grandfather donned cow costumes and marched along Taipei’s famous "hot-pot" street on Dec. 27 chanting “Go! Go! Go! U.S. beef, Swish twice tastes the best!"  

Before the march, parade goers lined up for hours for their favorite U.S. beef and a host of activities that included humorous quizzes, U.S. beef guessing games, aerobics and a costume contest. USMEF beef promoters used the event to regale consumers with information concerning the attributes of U.S. beef and the beef cuts utilized most for hot pot cuisine, such as chuck eye roll, boneless short ribs and short plate. Correct answers were rewarded with prizes. The feedbacks was extremely positive:

"I learned so much about U.S. beef and had such fun today!"

"U.S. beef is so delicious and flavorful without adding extra seasoning!"

"Swish just two times indeed tastes much better!"

USMEF-Taiwan is promoting U.S. beef as an ideal ingredient for Asian cuisine like yakiniku and hot pot, based on its taste, juiciness and unique flavor. Maintaining good media relations and generating media coverage of U.S. beef is a critical tactic in USMEF-Taiwan's consumer strategy. The message of the U.S. beef hot pot campaign was preceded by advertising on the internet and in a newspaper and a gourmet magazine. From Dec. 3, when the hot pot campaign Web site was launched, through Dec. 27, the day of the event, it had over six thousand hits. Six nationwide cable TV channels covered the event.

"Tasty, juicy U.S. beef is the best choice for hot pot cuisine because of its tenderness and unique flavor,” USMEF-Taiwan Director Davis Wu said in a media interview. “We take advantage of the event and its related advertising to boost market and consumer awareness of U.S. beef, and it's definite suitability for hot pot."

In the first 11 months of 2008, U.S. beef (including variety meat) exports totaled 28,735 metric tons (63.3 million pounds) to Taiwan, an 89 percent increase over 2007.

 

"U.S. beef! Swish twice tastes the best!" This USMEF slogan is teaching Taiwanese consumers not to overcook the U.S. beef in their hotpots so that they can truly appreciate the original taste and flavor of U.S. beef. Hot pot restaurants are a popular and trendy way to eat beef, and a USMEF hot pot campaign hit the road on Dec.27, drawing hundreds of hotpot enthusiasts and U.S. beef lovers to a parade.

More than 300 people, from an 11-month-old baby to a 70-year-old grandfather donned cow costumes and marched along Taipei’s famous "hot-pot" street on Dec. 27 chanting “Go! Go! Go! U.S. beef, Swish twice tastes the best!"  

Before the march, parade goers lined up for hours for their favorite U.S. beef and a host of activities that included humorous quizzes, U.S. beef guessing games, aerobics and a costume contest. USMEF beef promoters used the event to regale consumers with information concerning the attributes of U.S. beef and the beef cuts utilized most for hot pot cuisine, such as chuck eye roll, boneless short ribs and short plate. Correct answers were rewarded with prizes. The feedbacks was extremely positive:

"I learned so much about U.S. beef and had such fun today!"

"U.S. beef is so delicious and flavorful without adding extra seasoning!"

"Swish just two times indeed tastes much better!"

USMEF-Taiwan is promoting U.S. beef as an ideal ingredient for Asian cuisine like yakiniku and hot pot, based on its taste, juiciness and unique flavor. Maintaining good media relations and generating media coverage of U.S. beef is a critical tactic in USMEF-Taiwan's consumer strategy. The message of the U.S. beef hot pot campaign was preceded by advertising on the internet and in a newspaper and a gourmet magazine. From Dec. 3, when the hot pot campaign Web site was launched, through Dec. 27, the day of the event, it had over six thousand hits. Six nationwide cable TV channels covered the event.

"Tasty, juicy U.S. beef is the best choice for hot pot cuisine because of its tenderness and unique flavor,” USMEF-Taiwan Director Davis Wu said in a media interview. “We take advantage of the event and its related advertising to boost market and consumer awareness of U.S. beef, and it's definite suitability for hot pot."

In the first 11 months of 2008, U.S. beef (including variety meat) exports totaled 28,735 metric tons (63.3 million pounds) to Taiwan, an 89 percent increase over 2007.