Uruguay’s National Institute of Agriculture and Livestock (INAC) began a new campaign to promote Uruguayan meat in the gastronomic sector in China, integrating huge digital platforms such as Meituan-Dianping and different restaurant companies that join as partners of the Uruguayan meat brand. A translation into English of the name of the campaign is “Premium delicacy, highlight of Uruguay”. The objective is to increase the exposure of the Uruguayan meat brand to final consumers and strengthen ties with restaurants and catering companies in the high-value segment in China.