DES MOINES, Iowa — With a new focus on reaching creative home cooks who already prepare pork, the National Pork Board recently announced a new branding position celebrating pork’s ability to offer a wide range of options in the kitchen.
With pork now as the brand, the new campaign of “Pork Be inspired” shows pork’s place in almost any menu, day part, cuisine and lifestyle, based on pork’s unique combination of flavor and versatility as the source of kitchen inspiration.
Demographic
The new, fully integrated campaign features an updated look and feel, along with a new consumer target: the more than 82 million Americans who already eat pork. Moving from a functional to a more emotional positioning, the campaign voice is proud, energetic, approachable and unapologetically optimistic about the unique attributes of the world’s most popular protein.
Evoking the taste of backyard barbecues, new and attainable flavor combinations or mid-week meals on the go, the bold product imagery celebrates one juicy, tender, flavorful pork meal after another.
The new campaign rolls out this March and April, and includes national advertising, public relations, social media, retail and foodservice marketing, as well as activation by state pork associations. Enthusiastic about this renewed approach, 2011 advertising media spending has more than doubled that of recent years.
Previously
Nearly 25 years ago, the Pork The Other White Meat campaign was conceived to reposition pork as a healthful protein source. Today, Pork Be inspired goes beyond basic cooking education and health to promote a deeper, more personal level of engagement with existing pork consumers, Snyder said.
However, The Other White Meat campaign will play a role as a heritage brand, with use on the consumer website and in nutrition communications. The Other White Meat campaign will not be featured in advertising.
Digital advertising starts March 7 with paid search and websites that reach the National Pork Board’s new target, with creative directing to a new website at www.PorkBeInspired.com.
Starting April 11, national television advertising includes both network and cable. Print advertising begins in April in food and lifestyle publications, using a unique three-page, consecutive right-hand pages to communicate pork’s ability to inspire numerous meal ideas.
