National Azabu Supermarket US beef & pork Promotion
July 15, 2002
National Azabu Supermarket, very up-scale supermarket located Azabu and Denenchofu where are rich/wealthy areas in Japan, conducted U.S. meat promotion from June 29 through July 4, 2002. They sent out 1,200 direct mail to their customers. And on Sunday, June 30 they had a big American foods promotion event at their storefront. USMEF participated in this event and conducted U.S. beef sampling to over 1,000 visitors.
Objectives:
Ø To provide high quality image to customers by conducting U.S. beef and pork promotion and beef event at up-scale supermarket.
Ø To expand beef and pork sales during this promotion period.
Promotion cuts:
Ø U.S. Beef Ribeye steaks 200g x 2/900 yen
Ø U.S. pork Pork Chop 150g x 5/720 yen
Result:
Ø Both USMEF and National Azabu Supermarket released this news to the media. This promotion and event was reported by “Yomiuri” newspaper, Meat Journal and “Chikusan Nippo (trade media).
Ø Over 4,000 customer visited National Azabu outlet and more than 1,000 customers tasted U.S. beef Ribeye steak (same cuts as promotion item at store).
Ø USMEF “Aisareru” beef campaign messages were carried to customers from USMEF sampling site.
Ø USMEF T.V. commercials were run in the store.
Ø The sale of beefsteaks was almost double compare to pre-promotion period. And according to manager of National Azabu supermarket, U.S. beef sales continue to increase even after this promotion due to the increase in awareness (delicious tender taste of U.S. beef) among their customers.
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