The more you find, the more you can win.
That’s the incentive of a new marketing promotion for US pork in Japan the US Meat Export Federation (USMEF) is conducting with more than 1,800 retailers through its American Branded Pork Campaign.
More than 400 domestic pork brands dot the complex and highly competitive retail landscape in Japan where US pork has typically been viewed more as a commodity product despite being the No. 1 imported pork.
USMEF’s American Branded Pork Campaign is geared to change that perception and encourage Japanese consumers to discover and purchase one or more of the US pork brands in stores and restaurants with the hope of winning free prizes of US pork.
Funding for the American Branded Pork Campaign is being provided through the Soybean Checkoff, Pork Checkoff and Kentucky Corn Growers Association and Promotion Council.
“We want to increase consumers’ awareness of US branded pork, which will lead to increased sales at the retail level,” said Takemichi Yamashoji, senior marketing director for USMEF-Japan.
Retailers are buying into the concept. As the promotion kicks off, more than 1,800 store and restaurant outlets have signed on including Ito Yokado and Seiyu-Walmart.
To generate additional awareness, USMEF is promoting the campaign through online ads on popular cooking websites (Kyono Ryori and Cook Pad) and in strategically placed train and newspaper ads.
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