The U.S. Meat Export Federation (USMEF) this week unveiled a multimedia advertising campaign with a “women-to-women” theme designed to raise the visibility of U.S. beef among South Korean consumers and counteract persistent negative images that have lingered since U.S. product reentered the market in mid-2008.

Developed after extensive consumer surveys and testing of the messages with focus groups, the campaign consists of television commercials, print ads and bus ads on the theme of “Trust.” The “Trust” theme will be integrated into other USMEF activities, including retail and foodservice promotions.

“The ads are designed to respond to what Korean consumers have been telling us,” said Jihae Yang, USMEF-Korea director. “In our research, consumers have told us they want to see images of safety and wholesomeness, and they are most receptive to hearing such messages from people like themselves: women who feed U.S. beef to their families. Trust in U.S. beef needs to be rebuilt.”

The ads are built around three women: a rancher, a scientist and a food safety inspector. The women are depicted in their work setting as well as with their children – sending the clear message that these women are both professionals as well as mothers who work to guarantee the safety of the beef they feed to their own families.

The ads are being targeted to women with school-age children who, research shows, are the primary food purchasing decision-makers in the Korean family.

The television ads began to air Dec. 9 on cable channels with a high proportion of target audience viewership. The magazine ads will run in women’s publications, while the bus ads will be focused on routes that run by the primary shopping districts in Seoul, a metropolitan area of 25 million people. The ads also will be aired on two strategically located jumbotron screens in high traffic areas of the city.

“The time is right to disseminate positive images of U.S. beef to Korean consumers, which in turn will support the impact of retail and restaurant promotions, and other activities in support of the trade,” said Yang.
-- USMEF news release