New Pork Campaign Unveiled
New, fully integrated campaign moves from a functional to a more emotional positioning.
Compiled by staff
Published: Mar 7, 2011
The National Pork Board has announced a new branding position celebrating pork's ability to offer a wide range of options in the kitchen. Pork Be Inspired focuses on reaching creative, flavor-seeking home cooks who already prepare, eat and love pork. That number of cooks is said to be 82 million Americans representing approximately 28% of U.S. households accounting for roughly 68% of all in-home fresh pork consumption and 50% of all away-from-home fresh pork consumption.
The National Pork Board says 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. According to NPB, the new, fully integrated campaign moves from a functional to a more emotional positioning with a campaign voice that is proud, energetic, approachable and unapologetically optimistic about the unique attributes of the world's most popular protein.
NPB plans to roll out the new program beginning later this month. The original, The Other White Meat campaign will play a role as a heritage brand, with use on the consumer Web site and in nutrition communications. But it will not be featured in advertising. Ceci Snyder, vice president of domestic marketing for the National Pork Board says to those that love pork, it requires no comparison to the other meats.
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