USMEF-Korea Unveils Latest “To Trust” Campaign: World Class Beef

The newest installment in the U.S. Meat Export Federation (USMEF) beef imaging campaign in South Korea was released this week to help sustain the very positive growth trend for U.S. beef since it was reintroduced in Korea in 2008.

“World Class Beef” continues the “To Trust” theme, but is designed to help address those consumers, as well as end-users, such as restaurant owners, who have remained on the sidelines in the wake of extensive Korean media coverage that inaccurately reported concerns about American beef.

“Over the past two years, our ‘To Trust’ imaging campaign has helped us make significant gains in shifting consumer perceptions about U.S. beef,” said Jihae Yang, USMEF-Korea director. “Now, we are changing the focus from safety to quality and helping educate Korean consumers on the fact that U.S. beef is enjoyed by millions of people just like them all over the world.”

The “World Class Beef” story line, which was developed with support from the USDA Market Access Program (MAP) and the Beef Checkoff, depicts consumers in the United States, France, Mexico and Korea waking up to the delicious smell of beef with the message that world-class U.S. beef is enjoyed by families in 110 countries around the world.

The campaign will include television commercials on Korean networks as well as targeted cable channels in addition to print and subway advertisements.

“When Korean consumers sample U.S. beef, they realize that it is delicious and very competitively priced,” said Yang. “This campaign focuses on the positive qualities of U.S. beef, providing clear reasons why consumers should choose it for their families.

U.S. beef exports to Korea have made solid gains over the past two years. Last year exports jumped from 55,535 metric tons (122.4 million pounds) valued at $215.7 million in 2009 to 112,759 metric tons (248.6 million pounds) valued at $517.9 million. This year, exports are up another 43 percent in volume and 36 percent in value through the first 10 months of the year.

Photo for use with this release: An ad on nine subway platforms