News

New campaign urges inspiration with pork

The National Pork Board (NPB) Friday unveiled its new branding position for pork. It’s Pork® Be inspired. In a news release announcing the new campaign, the Board says the slogan shows pork’s place in almost any menu, day part, cuisine and lifestyle.

After nearly a quarter century, the tag-line Pork the Other White Meat has become part of the American advertising landscape. It was introduced to reposition pork as a healthful protein source, but National Pork Board Domestic Marketing Vice President Ceci Snyder says Pork Be inspired goes beyond basic cooking education and health, promoting a deeper, more personal level of engagement with existing pork consumers. She says the campaign has an updated look and feel, along with a new consumer target.

Research done by the NPB indicates that more than 82 million Americans are medium to heavy consumers of fresh pork and are passionate enough about it that they’ll experiment with pork in the kitchen and tell others.

“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,” said Snyder, quoted in a NPB news release. The NPB refers to them as “pork champions.”

The National Pork Board says they’re moving from a functional to a more emotional positioning, which, they say is unapologetically optimistic about the unique attributes of pork.

Although it’s being retired from advertisements, Pork, the Other White Meat will still be prominent on the Board’s consumer web site and in nutrition communication. Pork Be inspired ads will begin in the next few days.

Pork promotion and research is paid for with the Pork Checkoff of $0.40 for each $100 value of hogs sold.