Beef Imaging Campaign

The U.S. Meat Export Federation (USMEF) 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 being targeted to women with school-age children who, research shows, are the primary food purchasing decision-makers in the Korean family.



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