Brand Update 2020

Translation + Creation
Transcreation is changing text to make its meaning
culturally appropriate for a target market.
The bulk of the international beef tonnage goes
to Asia, Canada or Mexico. Today, the Certified
Angus Beef ® brand logo has been transcreated
from English to French for the Quebec province in
Canada, Japanese with phonetic translation, and
Simplified Mandarin for mainland China.
“Transcreating our brand name and logo allows us
to connect with consumers,” Charbine says. “Not
one shoe size fits all and we have to be open to not
only translating but creating a logo and marketing
that fits their lifestyle.”
Tuning In
It was 6 a.m. in Ohio but 7 p.m. in Japan.
Instagram was live with a chef partner, Fumio
Yonezawa and influencer Kumkio Obinata took
to the social channel to draw local customers to
purchase Certified Angus Beef ® and cook with them
from home.
This wasn’t the only social interaction across the
ocean. Partners in Taiwan, Asia, the Middle East and
Latin America all took to Instagram to connect with
their customers and the brand.
“Our Latin America partners elevated the
social connections through the pandemic,”
says Charbine.
A highlight for him was the first Spanish Instagram
live with Alejandro Guiterrez, president of Sociedad
Mexicana De Parrilleros. The virtual field trip went
to a local HEB to pick out Certified Angus Beef ®
product with the help of meat scientists from the
brand to help answer questions.
“We’ve seen a great shift into buying online with
people being quarantined around the globe and
countries shutting down,” shares Charbine. “The
only thing that kept consumers connected was the
web. Their shopping habits moved there too. This
was an opportunity for the brand and our team to
come and look at it holistically and say, ‘How can
we elevate our digital approach?’”
Business Evolves
Adversity shines through challenging times.
International partners embrace the business shift
with open minds and creative hands.
“It’s not about the pounds. It’s about seeing how
our partners responded,” says Cody Jones, vice
president of international for the brand. “The
challenges we faced reminded us we work with the
best global partners.”
With a bit of tenacity and ingenuity, international
partners embraced ecommerce and direct delivery
to consumers, meal kits and connecting virtually.
“It seemed as though the tougher things got, the
more determined our partners became,” says Jones.
Today, the wheels are turning again. The virtual
world provides extra opportunities for partners
around the world to interact with the brand.
“While we can’t wait until we can hop on a plane
and visit each other, virtual trainings have given
our partners an opportunity to experience the
brand without a 15-24 hour plane ride,” shares
Jones. “It’s been extremely powerful.”
Thanks to translators and Zoom features, the
virtual experience can be made extra special with
the instant translation that can happen for any
partner, regardless of the language.
With a little tenacity, it’s possible to thrive and
connect. All it takes is a bit of ingenuity.
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