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Pork, Be Inspired
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."
Hog Talk: Do you like the new slogan?
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. All elements will
showcase inspiring new ways to enjoy pork more frequently, with a range of meal
and menu options.
Rallying “Pork Champions”
Recent consumer segmentation
research from the National Pork Board found that 82 million Americans are “Pork
Champions” – men and women who are predominantly medium to heavy fresh pork
eaters with a strong passion for pork that they are eager to share. This group
of “flavor-seeking creatives:”
Represents approximately 28
percent of U.S. households but accounts for roughly 68 percent of all in-home
fresh pork consumption and 50 percent of all away-from-home fresh pork
Enjoys cooking and
experimenting with new flavors in the kitchen, understands how to cook pork,
and in general looks at life with a positive outlook.
A New Role for The Other
White Meat® Campaign
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. However, The Other White Meat campaign will play a role
as a heritage brand, with use on the consumer web site and in nutrition
communications. The Other White Meat campaign will not be featured in
“Our new campaign communicates to the legion of pork fans
that pork is delicious, versatile and can stand on its own,” added Snyder. “Pork
is what consumers write on their shopping list or order in a restaurant.
To those that love pork, it requires no comparison to the other meats.
The range of meals drives new ideas – and appetites – for pork.”
Digital advertising starts
March 7 with paid search and web sites that reach the National Pork Board’s new
target, with creative directing to a new website URL, 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
three consecutive right-hand pages to communicate pork’s ability to inspire
numerous meal ideas.
Chicago-based Schafer Condon
Carter is the creative agency behind the Pork Be inspired campaign.
By Beth Gordon, Weber