A month-long social media campaign in Japan promoted U.S. beef while offering a dose of cheer for people forced to dine alone due to COVID-19 as the New Year began.
Funded by the Beef Checkoff Program, the “Share your American Beef New Year Table Setting” contest launched the campaign on Instagram.
USMEF encouraged Instagrammers to share positive comments about U.S. beef they had prepared in their own kitchens, recipes for those dishes and photographs of table settings in their homes that featured the dishes.
Followers of USMEF’s official Instagram account were eligible and USMEF selected 10 of the top posts. The winners were sent a U.S. beef gift package that included chuck eye roll and sirloin steak cuts, along with U.S. beef table setting accessories.
The table settings and U.S. beef recipes were popular on Instagram, attracting thousands of positive comments and reaching more than 90,000 people.