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."
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 consumption.
- 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.
Website: Pork be inspired