Since the beginning of the pandemic, there has been an uptick in at-home food preparation and eating in across Hong Kong so people can stay safe and healthy, while still preparing delicious meals. This trend has led to a rise in purchasing pre-packaged food ingredient packs, which conveniently provide everything you need to cook a delicious meal at home. To capitalize on this growing trend, Food Export–Northeast’s Hong Kong In-Market Representative launched an online promotion featuring American Lobster tails with DayDayCook, a multimedia food platform, to encourage Hong Kong consumers to try this Northeast US seafood delicacy and learn how to cook it themselves from the comfort and safety of their houses.
The online promotion, which ran from July 30 through August 31, 2021, featured American Lobster in three different ingredients packs consumers could choose from. The recipes included in these packs were:
1. Steamed Garlic American Lobster Tail
2. American Lobster Tail with Thai Basil and Cheese in Pumpkin Sauce
3. Baked American Lobster Tail with Cheese
Each pack included easy-to-follow recipe instructions right on the outside of the packaging for convenient food preparation. For example, please see the Baked American Lobster Tail with Cheese recipe below:
Baked American Lobster Tail with Cheese
1. Cut open the lobster tail
2. Sprinkle with salt and pepper
3. Preheat oven to 180 degrees
4. Top lobster tails with shredded cheese, and bake for 5-8 minutes
5. Increase oven temperature to 220 degrees and bake for 5 - 6 minutes
6. Bake until cheese melts and turns golden brown
To drive awareness of the recipe packs, DayDayCook focused on a number of promotional activities to encourage greater interest in trying American lobster and, thus, drive sales for the partnership promotion. These promotional activities included:
As a mature seafood market, Hong Kong residents have high standards for American Lobster and other Northeast seafood products–with this in mind, we were pleased to have this promotion labeled as a success when it wrapped up in early September. Sales are estimated at $100,000 (USD) with more than 6600 lbs. of American Lobster sold. Beyond driving impressive sales, promotion also helped expand awareness for American Lobster as a food product Hong Kong consumers are able to cook at home.
About Food Export USA - Northeast
With its extensive programs and educational offerings, Food Export USA–Northeast (Food Export–Northeast) is recognized as the preeminent expert and cost-effective resource for Northeast seafood and agricultural suppliers looking to sell their products overseas. Founded in 1973, Food Export–Northeast is a non-profit organization that works collaboratively with its 10 member states’ agricultural promotion agencies from Connecticut, Delaware, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Vermont, to facilitate trade between suppliers and worldwide importers and to promote the export of food, agricultural and seafood products from those states. Since its founding, the organization has helped Northeast seafood suppliers gain access to a broad range of export markets, supported overseas in-market educational and promotional programs and offers emerging suppliers access to funds to help grow their export business. The organization is funded through the Market Access Program (MAP), administered by the USDA’s Foreign Agricultural Service.
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