USMEF “Gol II” Movie Promotion Set To Win Again In Mexico

Soccer enthusiasts, professional athletes and consumers’ love for U.S. meat will once again come together with the return of the U.S. Meat Export Federation’s (USMEF) Goal movie premiere promotion.

USMEF is partnering with Mexico’s largest retailers, Gigante and Comercial Mexicana, in addition to new participating stores, Soriana and Al’s Super Retail, to encourage sales of U.S. beef and pork with tickets to the view the premiere of the movie “Gol II.”

U.S. pork and beef packages in participating stores contain coupons worth points. Shoppers must collect 15 points to receive two tickets to Sept. 29 premiere events in Chihuahua, Monterrey and Mexico City.

Last year more than 3,000 people participated in the first “Gol” movie promotion in Mexico City while approximately 2,500 attended in Guadalajara.

“The promotion was such a success last year, we wanted to once again generate consumers’ excitement for U.S. meat by celebrating the sequel of the movie,” said USMEF Mexico Marketing Manager Gustavo Castano.

As with last year’s promotion, players from popular professional Mexican soccer teams plan to attend the premiere to assist USMEF in delivering educational material about U.S. beef and pork.

“Having sports celebrities deliver a positive message encourages children to eat U.S. meat knowing it can help them gain strength to assist them in reaching their dreams,” said Castano.

Promotion banners and information will be placed throughout participating stores in an effort to build awareness of the event and to inform consumers about the quality of U.S. beef and pork items.

This year an internal contest will be added to the promotion for participating meat departments. USMEF staff will evaluate the display of U.S. meat products along with the strategic placement of USMEF displays and materials in the store. The top two meat departments will receive prizes for winning the competition.

“Getting the meat departments more involved adds value, quality and greater success to the promotion,” said Castano. “Plus, it’s very important to us that these key staff members are recognized for their efforts to increase sales and promotion of U.S. meat products all year long.”

Last year, retail stores that participated in the promotion showed a 25 to 30 percent increases in U.S. meat sales. In addition, the promotional support earned the loyalty of consumers and meat department personnel to the high quality of U.S. beef and pork products.

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, lamb, corn, sorghum and soybean checkoff programs.

– USMEF –