Source: Tom Johnston, MEATINGPLACE, 12/19/11

The U.S. Meat Export Federation last week launched a new beef imaging campaign in South Korea aimed at maintaining momentum for U.S. beef since it was reintroduced in that market in 2008.

The “World Class Beef” campaign continues USMEF’s “To Trust” theme, but is designed to help address those consumers, as well as end-users such as restaurant owners, who have bought in to 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,” Jihae Yang, USMEF-Korea director, said in a news release. “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 TV spots on Korean networks, targeted cable and print and subway advertisements.

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

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