Reaching out to consumers with young children, USMEF promoted U.S. beef by partnering with one of Taiwan’s largest retailers in several “American Week” and barbecue promotions. Held in and around Taipei with funding support from the Beef Checkoff Program, the promotional events included cooking demonstrations, consumer contests and “flash mob” appearances by Baby Cow, the U.S. beef mascot.
Social media were used to engage customers of Amart, inviting them to outlets to learn about the benefits of eating U.S. beef.
“We have been working with Amart on seasonal promotions for many years, as Amart has a very effective marketing department and an independent digital team to support these projects,” said Davis Wu, USMEF director in Taiwan. “U.S. beef remains at the center of the promotions and the Taiwanese love to have barbecue during Mid-Autumn holidays. Also, Amart started the “Amart Cup” basketball contest four years ago and has since combined it with American Week to draw attention from consumers and the media.”
As part of the 2016 promotion, Amart conducted a children’s cooking schoolroom, which featured a chef demonstrating seven U.S. beef dishes that offer parents ways to provide simple, nutritious and delicious meals for children.
“The focus is educating parents on how U.S. beef can provide essential nutrition to help their children grow up healthy and strong,” explained Wu. “We also had Baby Cow join the cooking class and participate in interactive games with children as a way to connect the quality and taste of U.S. beef with a positive image. This is very important in Taiwanese culture.”
Wu said Baby Cow is so popular that USMEF and Amart agreed to include the mascot in promotions at outlets in Nanya, Sanchong and Tauyuan. The appearances featured three-minute “flash mob” dances to surprise consumers in those Amart stores.
“Big crowds gathered and ended up shopping longer in the Amart stores, which was the goal,” said Wu. “We find this kind of activity is a very soft way to approach consumers without pressure, and it creates a happy and cheerful memory for people. It puts forth a positive image for U.S. beef.”