“Today’s Dinner” is the title of USMEF’s daily message sent to Japanese Instagrammers at the same time each afternoon, offering a variety of dinner ideas anchored by U.S. beef and pork.
Another promotion suggests consumers purchase U.S. beef at supermarkets to make their own hamburgers.
To launch the campaign, USMEF selected 10 Instagrammers and sent them U.S. beef, asking each to prepare hamburgers in unique ways and share their experience with their followers.
Before starting these promotions at the beginning of April, USMEF’s Instagram account was strengthened by an “American Meat Instagram Follow and Comment Campaign” in February and March. During that period, Instagrammers who followed USMEF and posted comments became eligible for prizes.