Brand Update 2020

BONJOUR!
KONICHIWA!
Saying hello to global connectivity
through new media.
Where the Certified Angus Beef ® brand
family gathers, authentic and creative
flavors collide. The brand’s international
team empowers partners to bring a global
perspective to the table.
“While we aren’t able to physically sit at the same
table together, connecting and engaging resilient
partners is part of the team’s strategy for success,” says
Gebran Charbine, vice president of brand marketing,
international and multicultural.
It’s a recipe worth repeating.
“We want to make something from scratch and build
something together that’s infused with the best of
everyone,” says Charbine. “That’s how we enhance our
multicultural marketing message.”
The brand serves 51 countries outside of the
United States. Canada leads the way in sales
followed by Japan, South Korea, Hong Kong,
Mexico and Taiwan, respectively.
¡Hola!
As the world diversifies and cultures collide, the team
looks for new ways to connect on a more personal level
with partners. Almost 50% of the brand’s Instagram and
over 10% of the Facebook following are Spanish speakers.
“We were looking at a way to be able to connect with
consumers, especially our Latin or Spanish-speaking
consumers, both outside and inside the United
States,” says Charbine. “We have partners in 12 Latin
American or Spanish-speaking countries and a great
opportunity to reach domestic Spanish-speaking
consumers.”
The team launched CertifiedAngusBeef.lat in
September as a 100% Spanish resource, to empower
and engage consumers and partners looking to
connect with the brand.
“It’s about being an experience,” shares Charbine.
“Whether it’s a Latin or a Japanese experience, we
want to be a part of it to help elevate the experience
with flavor, tenderness and juiciness.”
Recipes that are region specific, tools to learn beef
cuts and cooking methods, where to buy beef and
educational materials are resources that land on the
new website.
CertifiedAngusBeef.com 21