Taste U.S. Pork Campaign Grows Awareness, Drives Sales Increases in the Philippines

Industry efforts to differentiate U.S. pork with consumers in the Philippines took another step forward recently with a "Taste U.S. Pork" promotion at several outlets of a retail chain in Manila and nearby provinces of Luzon.

Building on a strong industry partnership with South Supermarket in the metro Manila area, USMEF launched a multi-channel effort combining in-store sampling, bundling promotions, and social media support. Six of the supermarket's top outlets offered sample tastings of U.S. pork loin ribs and spareribs along with a bundling offer where consumers who purchased loin ribs, spareribs or pork eardrums received a complimentary bag of French fries. Five additional outlets promoted the bundling offer.

The promotions were supported by in-store signage, billboard tarpaulins and social media campaigns. Two key opinion leaders visited participating stores and created campaign videos to boost visibility and engagement.

U.S. pork sales increased 148% during the promotion and remained 43% higher immediately afterward, demonstrating the appeal of U.S. pork among the chain's consumers.

The promotion was made possible through support by Indiana Soybean Alliance.