Yokohama Port Festival and Tokyo PR Event Promote U.S. Pork

Yokohama Port Festival and Tokyo PR Event Promote U.S. Pork

The Yokohama Port Festival, a revered institution for 27 years, was an ideal setting for USMEF’s “Mainichi Oishi” campaign to promote the taste and versatility of U.S. pork to Japanese consumers, who have to be convinced that any imported pork can be as good as domestic. The festival, held June 1-2, attracts hundreds of thousands of people in this major city The USMEF booth distributed 2,400 cooked samples of U.S. sausage donated by Johnsonville, Sara Lee, and Farmland, 200 questionnaires to keep tabs on how consumers view U.S. pork, and other informational material. Enthusiasm was so high consumers lined up for the samples and each batch of 200 vanished as soon as serving began. The questionnaires revealed that 54 percent thought the sausages were “super delicious” and 41 percent said delicious, meaning a 95 percent approval rate. A total of 84 percent said trying the samples improved their perception of U.S. pork sausage.

The port festival came two days after USMEF collaborated with the magazine Mart in a public relations booster at Tokyo’s Oriental Hotel. This trendy hotel and a magazine very popular with women from 20 to 50 were chosen as ideal vehicles to explain the quality and versatility of U.S. pork to USMEF’s target audience. One of Mart’s well-known models told the audience how much she enjoys U.S. pork and detailed her favorite ways to cook it.

Yokohama Port Festival and Tokyo PR Event Promote U.S. Pork

The Yokohama Port Festival, a revered institution for 27 years, was an ideal setting for USMEF’s “Mainichi Oishi” campaign to promote the taste and versatility of U.S. pork to Japanese consumers, who have to be convinced that any imported pork can be as good as domestic. The festival, held June 1-2, attracts hundreds of thousands of people in this major city The USMEF booth distributed 2,400 cooked samples of U.S. sausage donated by Johnsonville, Sara Lee, and Farmland, 200 questionnaires to keep tabs on how consumers view U.S. pork, and other informational material. Enthusiasm was so high consumers lined up for the samples and each batch of 200 vanished as soon as serving began. The questionnaires revealed that 54 percent thought the sausages were “super delicious” and 41 percent said delicious, meaning a 95 percent approval rate. A total of 84 percent said trying the samples improved their perception of U.S. pork sausage.

The port festival came two days after USMEF collaborated with the magazine Mart in a public relations booster at Tokyo’s Oriental Hotel. This trendy hotel and a magazine very popular with women from 20 to 50 were chosen as ideal vehicles to explain the quality and versatility of U.S. pork to USMEF’s target audience. One of Mart’s well-known models told the audience how much she enjoys U.S. pork and detailed her favorite ways to cook it.