The U.S. Meat Export Federation (USMEF) organized a successful U.S. pork pro...

The U.S. Meat Export Federation (USMEF) organized a successful U.S. pork promotion to celebrate the Feast of the Epiphany in Mexico that featured an educational seminar on nutrition, radio and television advertising, and specials to introduce new cuts to the market and stimulate consumer demand.

“USMEF-Mexico worked with Gigante, one of the country’s largest retailers, to organize this successful U.S. pork promotion that ran from mid-November to January 6,” said Tom Lipetzky, USMEF vice president, international programs. The promotion, which focused primarily on the nutritional needs of children and also introduced new pork cuts to consumers, was conducted in 34 Gigante outlets in Monterreyand neighboring cities.

USMEF-Mexico selected the campaign theme, “Los Reyes del Hogar” (translated as “The Kings of the House”), in reference to the Feast of the Epiphany on January 6, a major religious holiday celebrated in Mexico to commemorate the Magi’s travel to the Holy Land to pay tribute to the birth of Jesus. On the eve of the Epiphany, parents leave gifts to their children in the Nativity sets.

To effectively communicate with the key consumer audience, primarily women and children, the campaign advertising aired on morning television shows which cater to housewives as well as local radio stations. In addition, weekly store flyers, in-store banners and displays, and special meat case layouts were used to increase awareness of the U.S. pork Epiphany campaign. The promotion’s grand finale featured an educational U.S. Meat Nutrition Seminar, the launching of “Roy’s Club” for children 15 years old and younger, and local musical entertainment.

Promotions at Gigante highlighted new U.S. pork cuts including round, chunk and milanesa (thin cut ham steak). To enhance in-store communication with customers, consumers were able to earn points toward coupons by purchasing “featured” U.S. pork cuts. In return, store meat department staff redeemed customer coupons for tickets to the U.S. Meat Nutrition Seminar. The coupon promotion was a success as tickets ran out two weeks before the event and the educational seminar attracted 2,000 participants.

During the Epiphany celebration in Monterrey, Roy’s Club enrolled 890 youngsters as members. The goal of Roy’s Club is to introduce children 15 years and younger to the importance of eating a balanced meal with red meat as a key ingredient. As club members, kids can earn prizes and learn more about keeping healthy with proper nutrition and exercise. USMEF-Mexico also created a special Roy’s Club section on its Web site for this Internet-savvy generation.

“According to Gigante, the results were exceptional, with sales of round chunk and milanesa increasing 205 percent and 455 percent, respectively,” said Lipetzky. “This is a great example of a successful promotion that helped increase awareness of U.S. pork while generating increased in-store sales volume for Gigante, our in-country cooperator. In addition, we effectively disseminated the message to thousands of consumers that a balanced and nutritious diet of all food groups, including red meat, is extremely important for growing children, as well as adults.”

In 2003, U.S. pork (including variety meat) exports totaled 757,905 metric tons (mt), up from 726,357 mt in 2002, according to USDA statistics. The value of U.S. pork exports rose five percent to $1.582 billion, breaking the record set in 2001. In Mexico, the industry’s second-largest market, U.S. pork (including variety meat) exports broke records for the fourth consecutive year at 218,927 mt in 2003, a slight increase over 2002. The value of U.S. pork exports to Mexico was 17 percent higher, setting a new record of $295 million.

And the trend continues. USDA statistics for January 2004 show U.S. pork (including variety meat) exports were 26 percent higher in volume (71,513 mt) compared to January 2003, and 20 percent higher in value at $143.3 million. Mexico took the No. 1 spot from Japan, with U.S. pork (including variety meat) exports soaring 80 percent in volume to 27,563 mt and 68 percent in value to $36.9 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 --