Meat and Livestock Australia says it is ramping up its marketing efforts in Korea following the recent large-scale return of US beef to that market.
Two key campaigns are set to be launched in the coming weeks: • One aimed at generating long-term loyalty to Australian beef and
• The other focussing on families with children.
The increased volume of US beef entering the Korean market comes after a decision by Korea’s three major supermarket chains - E-Mart, Lotte Mart and Tesco Homeplus - to again stock US beef after a five year absence.
In a first of its kind in Korea, MLA has partnered with Korea’s largest supermarket chain, E-Mart to provide free 2009 calendars to customers who purchase Australian beef in its stores.
Incorporated into the calendar will be discount vouchers which will enable customers to purchase discounted Australian beef for two weeks in every month during 2009.
The calendars will also feature recipes for Australian beef.
MLA’s Korea regional manager, Glen Feist said the partnership with E-Mart was aimed at generating long-term loyalty towards Australian beef.
“We want people coming back to E-Mart regularly to buy Australian beef and the discount vouchers that come with the calendar will hopefully drive people to do this.
"The campaign also effectively locks Korea’s biggest retailer into a year-long Australian beef promotion,” Mr Feist said.
E-mart sells 600 tonnes of Australian beef each month.
The calendar promotion will be carried out in all 118 E-Mart supermarkets across Korea, and a total of 42,000 calendars will be distributed to customers, with each calendar containing $36 worth of vouchers.
MLA has covered the cost of printing the calendars, while E-Mart will fund the cost of the vouchers.
Also kicking off in Korea early in 2009 will be a new Hoju Chungjung Woo ‘Kids love beef’ marketing campaign.
Mr Feist said the idea for a marketing campaign directed at mothers with young children came from the successful Australian “Kids love beef” marketing campaign.
“The 'Kids love beef' campaign was successful in Australia and we are confident a similar campaign will work in Korea.
"It’s a great example of MLA using its marketing resources across markets,” Mr Feist said.
“Korean mothers are incredibly particular about what they feed their children and they want to be assured the food they prepare is safe and nutritious.
The new ‘Kids love beef’ campaign:
• Will reinforce the safety and nutritional qualities of Australian beef
• Will include advertisements in Korea’s leading magazines and newspapers, online advertising, as well as in-store promotions.
• Will be launched in Korea by MLA managing director David Palmer and the Australian Ambassador to Korea, Peter Rowe, on Australia Day.
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