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 Canadian beef retail campaign in Vietnam Canada Beef International Institute (CBII)Taiwan/Southeast Asia office partnered with two Canadian beef importers/distributors to promote Canadian beef at well-known retail stores prior to the 2024 Lunar New Year. The promotion allowed consumers to sample and purchase high-quality Canadian beef at an attractive price. TTC Food & Beverage (TTC) is a longtime partner of Canadian beef in Vietnam. Their Canadian beef brand name—Meaty Chopshop—was available in major retail chains such as Big C, Lotte, Aeon, Mega Market, and Winmart from August 2023 to February 2024. TTC, with CBII Taiwan/SE Asia’s sponsorship, executed in-store sampling activities together with special sales promotions at 15 retail stores in Ha Noi and Ho Chi Minh. The cuts promoted included short plate, rib finger, two styles of top blade, beef rolls for hotpot and beef slices for barbequing. An event celebrating the New Year took place on February 19, 2024, with guests from Big C’s Board of Directors along with Canada Beef personnel from Canada, Taiwan, and Vietnam. Various activities took place at the celebration including cooking demonstrations, games, and a prize draw. The seven-month promotion was very successful, with sales estimated at CAD $4 million and a volume of over 300 tonnes. Given the excellent results, TTC has committed to additional marketing initiatives to expand the Canadian beef brand and develop sales opportunities in Vietnam. Homefarm is a well-known retail brand with over 200 stores in Ha Noi, Hai Phong, and Ho Chi Minh City. They also sell products through e-commerce and social media platforms. Homefarm produced a three-month campaign from November 2023 to January 2024 to promote Canadian beef at their retail stores and online platforms. CBII Taiwan/Southeast Asia and Canada Beef’s Export Market Development program provided support for the campaign. Promotional activities included social media advertisements, influencer events, and product sales. Two Canadian beef packages were promoted including a hotpot combo featuring Canadian beef slices (short plate, digital muscle) and hotpot sauces and a Canadian beef steak (striploin, top blade) combo with steak sauce. The social media campaign achieved a reach of 470,000. The promotion was very successful with sales from all channels reaching CAD $1.08 million. Back to main page Deana Kao Director, Market Development, Taiwan/Southeast Asia Pham Thi Quynh Nhu (Katie) Marketing Manager, Taiwan/Southeast Asia

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