A homemaker’s pride in caring for herself and her family through preparatio...
A homemaker’s pride in caring for herself and her family through preparation of delicious, healthy food is universal. This theme is especially powerful in Mexico, where many wives and mothers prepare family meals with an eye toward flavor and good nutrition. U.S. Meat Export Federation (USMEF) recently employed a very successful marketing campaign in Mexico focused on these pertinent issues.
Although Mexico traditionally is one of the largest export markets for U.S. meat products, market research there revealed that Mexican homemakers have become more discerning about their food choices. Surveys revealed that current meal preparers are making food choices based on family nutritional needs, flavor and cost considerations.
To communicate effectively with this critical consumer audience, USMEF-Mexico chose celebrity spokesperson Luz Blanchet, who is familiar to millions of Mexican homemakers as a popular, attractive TV morning show host. Blanchet is perceived by the Mexican public as a smart, talented Hispanic woman who cares for her family by making healthy nutrition choices.
USMEF launched its campaign featuring Blanchet with a new U.S. meat “seal” logo designed to communicate the nutritional and food safety value of U.S. meat. Similar to the U.S. Department of Agriculture "USDA Approved" seal familiar in America, the new USMEF meat seal incorporates the Mexican national flag colors with the slogan, "Alimentate sanamente con carne de res y cerdo Americana!” The slogan translates loosely in English as "Eat healthy with American beef and pork, and be wise."
USMEF-Mexico placed numerous ads featuring this new campaign on billboards, consumer magazines and Mexican television shows popular with female homemakers. Some ads displayed Blanchet saying she loves U.S. meat for its low fat and cholesterol levels, and for its ability to make her feel strong and vigorous. Other ads conveyed her sense of being pampered when she enjoys a delicious meal of U.S. beef or pork. Other ads reinforce U.S. meat as a guilt-free pleasure; it enables one to remain lean and fit while enjoying great taste. Some television spots focused on the healthy levels of zinc, iron and protein in U.S. meat for growing children. In addition to endorsement by Blanchet, these USMEF messages were conveyed by dietitian Julieta Ponce and renowned Mexican chefs in many TV and print ads.
When focus group responses were tallied following exposure to the ads, the campaign proved to be a resounding success. Of the targeted female demographic, 64 percent found the TV commercials “Very Interesting” and 32 percent rated them “Good.” When asked "What do you think of the quality of American meat?", 87 percent responded "Good" and 8 percent responded "Average.”
Perhaps the most revealing answer related to the question "Will you buy American meat now?": 78 percent responded "Yes,” 21 percent responded "Already purchase it regularly,” and only 2 percent responded "No" or "Depends on price."
The final question asked of Mexican women was "Do you have confidence in the information provided to you by USMEF?" An astounding 100 percent of Mexican consumers who viewed the ads responded "Yes." Clearly, the positive message of the USMEF campaign and the fine history of U.S. meat food safety have created a positive impression on the desired Mexican consumer.
According to USDA statistics for January to October 2002, Mexico has become the largest importer of U.S. beef (including variety meat) products by volume. Mexico took over the No. 1 position from Japan, where consumer demand was hard hit after bovine spongiform encephalopathy (BSE) was discovered in the Japanese herd. Total U.S. beef exports to Mexico in the first 10 months of 2002 increased 16 percent by volume over the first 10 months of 2001. U.S. beef (including variety meat) exports to Mexico for January to October 2002 were 291,481 metric tons (mt) versus 250,377 mt for January to October 2001, and were valued at nearly $717 million.
USDA reports that Mexico was the second largest importer of U.S. pork (including pork variety meat) products January to October 2002, importing 182,360 mt valued at $211.6 million. U.S. pork exports to Mexico for January to October 2002 increased 9 percent over the same period of 2001; the volume of U.S. pork (including variety meat) exports to Mexico in this 10-month-period of 2002 was 182,360 mt versus 167,426 mt for January to October 2001.
The total value of U.S. beef and pork exports to Mexico from January to October 2002 was $928.6 million.
The U.S. Meat Export Federation 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, sorghum and soybean checkoff programs.
-- USMEF --