The second phase of the successful "Trust" imaging campaign for U.S. beef in South Korea was recently launched with television advertisements, trade magazine ads and mass transit signage. The campaign is supported by the beef checkoff and the USDA Market Access Program (MAP).

The campaign contains an element that would have been impossible until recently. The owner of a Korean-style barbecue restaurant chain became the first restaurant owner to publicly endorse U.S. beef. The sign on Yoon-Geun Lee's restaurant reads: "U.S. beef restaurant Chamtowoo."

The ad featuring Lee's Chamtowoo restaurant will run in four prominent Korean restaurant trade magazines, which will reach the segment of the industry that utilizes an estimated 65 percent of the U.S. beef imported into Korea.

The second phase of the Trust campaign also includes commercials that will run on four cable TV channels that target Korean homemakers, who make the majority of grocery purchase decisions for families. The campaign also includes advertisements at the busiest subway stations in Seoul. 

Click here for more information about your checkoff investment in foreign marketing programs.

 



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