It’s official! The new
“Pork® Be inspiredsm” brand campaign is here, giving the PORK® brand a whole new look and feel.
“Pork® Be inspiredsm” is designed to inspire creative home cooks by celebrating pork’s versatility and ability to offer a wide range of meal options. Whether it’s a backyard barbecue or a mid-week meal on the go, the message is clear: delicious, flavorful pork always fits the bill.
The new national campaign for “Pork. Be inspired” rolls out to consumers this April, and will include television, print and online advertising. Here’s one of the TV commercials your customers will see to help them get inspired by pork!
The New Target – Pork Champions
The new campaign launches this March and includes national consumer-targeted advertising, public relations, social media and promotions by state pork associations. This integrated branding effort focuses on reaching a new target known as Pork Champions, those consumers who already prepare, eat and love pork. That’s geat news for you, because it means the new target is already shopping your meat case for fresh pork and other proteins.
Knowing as much as you can about your key pork consumers will help you reach them more effectively.
The results of our consumer segmentation research helped identify existing consumer attitudes about pork. We asked ourselves important questions like, “Who are our most committed pork customers?” and “Can we still grow with them to increase pork demand?”
The research found that 82 million Americans are these “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% of U.S. households but accounts for roughly 68% of all in-home fresh pork consumption and 50% of all away-from-home fresh pork consumption. (Wow!)
- 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.
“Our research shows that pork’s top consumers are open to more than the basics with pork; they’re looking for inspiration because they already know and love pork,” said Jarrod Sutton, assistant vice president of channel marketing at the National Pork Board. “While our new target represents our biggest fans, we believe we can help them enjoy pork even more often – and inspire their friends to do the same."
Get more details about the new pork target.
Changing Behaviors
An important objective of the new brand messaging is to educate consumers to maximize their enjoyment of pork and positively impact their behavior. The goal is to bump up pork demand; this ties in directly with our long-term goal to significantly increase pork expenditures by 2014. For the target consumer, this means increasing annual fresh pork eatings over the next four years to achieve 10% growth by the end of 2014.
Read more about the 2014 Goal.
Reaching Consumers at the Meat Case - POS
To help reach Pork Champions at the retail meat case, exciting point-of-sale materials are now available, including an ironman sign, poster and recipe brochure. All marketing elements showcase inspiring new ways to enjoy pork more frequently, with a range of easy-to-prepare meal options.
See the new POS.
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, the Pork Be inspired campaign 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 advertising.
“Our new campaign communicates to the legion of pork fans that pork is delicious, versatile and can stand on its own,” added Sutton. “We look forward to working with our retail partners to communicate Pork’s new message and inspire consumers to enjoy a variety of pork dishes, one meal after another.”