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 Canadian Beef Celebration Campaign Canada Beef International Institute (CBII) Taiwan office, in collaboration with the Canadian Trade Office in Taipei, partnered with four major importers in Taiwan to launch a month-long promotion for Canadian beef from June 15 to July 16, 2023. The primary objective of this promotion was to celebrate the market access granted to Canadian beef and beef products from animals over thirty months of age (OTM) in Taiwan. The promotion also raised awareness of Canadian beef among consumers and conveyed key messages about Canadian beef while driving sales for the importer partners. The promoted items included Prime and AAA grade cuts of rib eye, striploin, chuck eye, boneless/bone-in short rib, chuck top blade, chuck flap, heel muscle, and rib finger. Canadian beef products were prominently featured on the ecommerce platforms and physical stores of the four import partners. CBII Taiwan supported in-store sampling during the first promotional weekend to boost sales and engagement. In addition, strategic online advertisements were placed on iCook, a popular cooking website, to attract a larger audience. Collaborations with two lifestyle and cooking influencers were initiated to expand the reach of the promotion. The results of this promotion were impressive, with total sales exceeding NT$3 million, representing a sales growth of over 150% compared to the non-promotional period. The online exposure and advertisement efforts had a reach of over 1.7 million, making it a successful and impactful campaign.   Back to main page Deana Kao Director, Market Development, Taiwan/Southeast Asia

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