With a new focus on reaching creative, flavor-seeking home cooks who already prepare, eat and love pork, the National Pork Board today 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.

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 cook, eat and love 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 barbeques, 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.

“Our research shows that pork’s top consumers are looking for more than basic education; they’re looking for inspiration. With its great taste and versatility, pork is the ideal catalyst to inspire great meals,” said Ceci Snyder, Vice President of Marketing at the National Pork Board. “While our new target represents our biggest fans, we believe they have the potential and desire to enjoy pork more often – and to inspire others to do the same."