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 DIGITAL MARKETING The digital marketing strategy developed by Canada Beef International Institute (CBII) Japan is designed to achieve program goals by using an array of online platforms and resources. The objective is to increase awareness of the Canadian Beef Advantage by increasing consumer and industry access to recipes, nutritional information, and Canada Beef promotional activities. The following highlights the vehicles used. Website Creation The first step in the Japan 2020/21 Digital Marketing Plan was to link the Canada Beef homepage to the Japan website, allowing CBII Japan to promote Canadian beef while gaining a new audience and engaging with existing Japanese-speaking clients, consumers and other in-market partners. From April 1 to October 30 the website had 45,330 visitors. The most-viewed pages are the recipe pages and Canadian beef steak with onion sauce is the most popular recipe with 6320 views.  Social Media - Japan Facebook page and Instagram Launch With home-cooking becoming a bigger trend in Japanese households, CBII Japan engaged in wide-scale consumer promotion of Canadian beef through the creation of original Canadian beef Japanese recipes for consumer access by posting to social media platforms Facebook and Instagram. Recipes are created by local cooking experts and include recipes by Mako’s Creative Kitchen and Shinjiro Terado. These recipes have garnered 13,650 views.  Commercial Activity - Canada Beef Online Promotion with Partner A social media marketing initiative directed consumers to a Canada Beef promotional page, developed in collaboration with CBII Japan’s strategic partner Global Vision. Global Vision was expanding its product distribution (previously available only to foodservice and retail) to end-user consumers through their e-commerce store offering the same quality brands previously destined for foodservice. Items listed included AAA strip loin, flat iron, veal T-bone and other value-added products. In this re-positioning opportunity, CBII Japan and Global Vision coordinated cross-marketing activities during the weekend launch and released the news on different Instagram and Facebook stories and posts from each organization’s account. There were 9,200 visits to the promotion page during the promotion period. Sales volumes since the promotion (May - Oct) was 5,500+ meat packs in total.  Recipe Development - Canadian Beef Ambassadors CBII Japan recruited two highly respected Japanese food influencers, Kaori Yanagawa (84,000 Instragram followers) and Chiori, (209,000 Instagram followers) to be Canada Beef’s new “ambassadors.” The two women, both mothers, are well-known for their social media content featuring recipes, food styling, and family-friendly content. In their new CBII Japan Ambassador roles, they promote the Canadian Beef Advantage through weekly recipe postings; the target consume audience is women age 20-50. Kaori Yanagawa posts received 16,800 likes and 120 comments. Chiori’s posts received 40,100 likes and 310 comments.   Website Upgrade Select Canadian beef recipes, developed by our Canada Beef Ambassadors, are featured in the fully upgraded CBII Japan recipe website. The website serves the increasing demand for Canadian beef recipes, resulting from the higher numbers of people preparing meals at home. Canadian beef is featured in new creative recipes which are uploaded weekly to keep the content exciting and engaging for consumers. The Road Ahead The “Voice of Canadian Beef” will roll out over the next few months; this new and exciting initiative features select recipes created by the Canadian Beef Ambassadors and presented in video format. Through Facebook and Instagram links, Canadian beef will experience an unsurpassed promotional opportunity through access to millions of Japanese householders in their own kitchens. This comprehensive digital marketing plan will allow Canada Beef to enhance brand awareness and long-term sustained market growth using the proven promotional effectiveness of digital delivery. JAPAN COVID-19 UPDATE Beef imports to Japan from Canada in August showing encouraging signs of recovery, with a total of 3,959 tonnes, up 4% from the previous month. Additionally, per capita beef consumption continued to rise in August in response to the increased numbers of people cooking at home. Japan’s ‘Go to Eat’ program, which encourages dining out in support of food service industries, kicked off in October. The ‘Go to Eat’ program and ‘Silver Week Holiday’ (Sept. 19-22) resulted in increased consumer food-sector demands, with encouraging upticks in take-out and delivery services that are expected to continue through the fall. Burger operations are robust, and restaurants and bars show a slow but steady recovery as the industry follows COVID safety guidelines for reduced seating and social distancing. Supermarket sales grew at their fastest pace in over four years for the first half of this fiscal year, as consumers bought more food to eat at home, and many supermarket chains have revised their revenue projections upwards. KOREA COVID-19 UPDATE Increased restaurant demand for beef in October was a positive development in response to the easing of Level 2 COVID restrictions in South Korea. Beef imports from Canada were 550 tonnes, up 53% from a year earlier – an impressive percentage of the total beef import level of 45,170 tonnes in September. A key factor in beef sales is the Chuseok Thanksgiving holiday, after which consumer demands tends to drop off, resulting in a general slowdown in retail and online markets in October. On a positive note, more major e-commerce platforms are offering new grocery shopping services, including faster delivery and a full refund, as the online demand for fresh food, including beef, continues to rise amid the ongoing pandemic. Additionally, thanks to eased social distancing rules, buffet and BBQ restaurants have resumed operation, and consumer restaurant visits are up in response to the increased pent-up demand for small gatherings. Back to main page  Japan Team Yuko Onizawa, Ichiro Kiyotomi, Takako Toyama |
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