The Disney movie, Home on the Range, and the movie’s farm-animal theme proved the perfect backdrop for a U.S. beef and pork promotion recently in Guadalajara, Mexico. The July promotion culminated with an exclusive U.S. Meat Export Federation-sponsored première of the movie in late July.
USMEF partnered with two of Mexico’s largest retailers, Gigante and Comercial Mexicana, to promote U.S. beef and U.S. pork at 34 supermarkets. The in-store advertising alerted shoppers that every package of U.S. pork and U.S. beef contained a ticket worth points that could be applied to attendance at the movie première. USMEF reinforced the promotion message with 120 radio spots and 15 advertisements in targeted magazines. The retailers' sales figures indicate an average sales increase of 20 percent compared with last year.
The promotion provided 1,950 tickets to the event. Those attending were greeted by hosts distributing gifts to spread the message that U.S. beef and pork are safe, nutritious and good to eat. A key ring, a water bottle filled with soda, and a bucket of popcorn with USMEF, United Soybean Board, U.S. beef and U.S. pork logos. The United Soybean Board, a key USMEF partner, funded the promotion. Banners in the movie theater lobby carried the message to buy U.S. meat. Television screens in the lobby ran a video of winners of the recent USMEF Chef Contest preparing quick recipes featuring U.S. beef and pork. Before the movie began, the audience watched a USMEF commercial.
In the first seven months of 2004, Mexico was the No. 1 destination for exports of U.S. beef, and the No. 2 destination for U.S. pork (185,102 metric tonnes, valued at $273.2 million.)
U.S. Meat Export Federation, Pork magazine