U.S. Meat Export Federation Market Reentry

Rebuilding Consumer Trust and Reopening the Korean Market for U.S. Beef

Press Conference for U.S. Beef Trust Campaign

Consumer Marketing Campaigns

(Food bloggers FAM Tour to the U.S. & Cooking Class)

Challenges

In the early 2000s, U.S. beef faced a complete ban in Korea due to food safety concerns, igniting widespread consumer protests and public distrust. The situation was exacerbated by:

  • Prolonged market closure, causing frustration among stakeholders.

  • Large-scale public opposition, with over a million protesters participating in candlelight vigils for 100 days.

  • Miscommunication between U.S.-based stakeholders and Korean consumers, creating a significant cultural and informational gap.

Objectives

  1. Facilitate the reentry of U.S. beef into the Korean market.

  2. Build consumer trust by addressing safety concerns through transparent communication.

  3. Cultivate a network of influential allies to advocate for U.S. beef and counter misinformation.

Key Actions

In-depth Stakeholder Research:

  • Conducted daily media summaries for U.S. stakeholders to enhance their understanding of Korean consumer sentiment.

  • Engaged with focus groups of Korean housewives, uncovering insights about grocery decision-making and media influence.

Influencer and Thought Leadership Outreach:

  • Mapped key influencer groups, prioritizing academia, journalists, and consumer advocates.

  • Organized one-on-one audit meetings with thought leaders to educate and promote balanced viewpoints on U.S. beef safety.

  • Facilitated media interviews and public discussions to spread accurate information.

Myth-Busting and Transparency Campaign:

  • Developed the “Myth and Truth” campaign website, debunking common misconceptions about U.S. beef with factual and engaging content.

  • Created a virtual ranch tour showcasing clean and sustainable U.S. beef production practices to rebuild consumer confidence.

Proactive Marketing Campaigns:

  • Coordinated journalist and food blogger fam tours to U.S. ranches.

  • Hosted consumer cooking classes and “U.S. Beef Restaurant Week” events to foster positive engagement with the product.

  • Partnered with restaurant and food industry stakeholders to amplify campaign reach.

Key Results

  1. Successfully reopened the Korean market to U.S. beef, maintaining stable sales without further protests.

  2. Secured the Excellence in Issue Management Award by PR Week in Hong Kong, recognizing the campaign’s innovative approach.

  3. Established a sustainable communication framework, building trust between U.S. stakeholders and Korean consumers.

Impact

  • Demonstrated the importance of cultural sensitivity and targeted messaging in crisis communication.

  • Highlighted the value of identifying and leveraging circles of influence to effectively address misinformation.

  • Set a new standard for public relations campaigns in the agriculture and food sector, showcasing the power of integrated communication strategies.

Brands
U.S. Beef, U.S. Pork

Year
2007-2009

Client

U.S. Meat Export Federation

Industry
Food & Beverage

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