The fourth annual USMEF Mother’s Day promotion in Mexico will begin March 2...
The fourth annual USMEF Mother’s Day promotion in Mexico will begin March 27 and culminate in a performance of “Besame Mucho” — “Kiss Me More” — a popular bolero musical, May 12. USMEF designed this annual promotion around mothers, who do most of the family food shopping, and to enhance the image of U.S. beef and pork with leading Mexico City retailers and targeted consumer groups. After last year’s event, many attending mothers thanked USMEF director Gilberto Lozano and asked to be invited to future promotions organized by USMEF – particularly the next Mothers’ Day event.
USMEF is teaming up with Comercial Mexicana, Chedraui and Gigante, Mexico’s leading supermarket chains, to conduct the Mother’s Day Promotion at 82 stores in the Mexican capital and its suburbs. Shoppers buying U.S. pork and beef items will be given coupons with a point value that can be collected, saved and redeemed for tickets for the USMEF Besame Mucho performance on May 12 at the Centro Cultural Telmex, a theater with a seating capacity of 2,700.
Last year’s Mother’s Day promotion increased U.S. meat sales 19 percent to 30 percent in participating supermarkets. When presenting the 2006 promotion plan to Comercial Mexicana, Chedraui and Gigante meat department managers, Gustavo Castaño, USMEF retail marketing manager, encouraged them to use this promotion to increase sales and increase departmental efficiency.
Banners proclaiming the Mother’s Day promotion will be displayed prominently at store entrances and in the meat departments. Radio advertising will reinforce the message.
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 –
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Shoppers can collect tickets for a performance of Besame Mucho with purchases of U.S. beef and pork