The U.S. beef industry imaging campaign launched late last year is finding a receptive audience among consumers and retailers in South Korea, helping to improve perceptions of beef products while leading to increased sales.

Developed with the beef checkoff and USDA Market Access Program (MAP) funds, the multimedia advertising campaign with a “women-to-women” theme was launched in December 2009 by USMEF when it was felt that consumers in Korea were ready to begin seeing positive messages about U.S. beef.

“For more than a year, the atmosphere in Korea was not conducive to high-profile promotions of U.S. beef,” said Jihae Yang, USMEF-Korea director. “When the media signaled us that they were ready to begin running U.S. advertisements again, we were prepared.”

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