A traveling pork show will wind its way across this nation from May to October. The Other White Meat Tour is an experiential marketing campaign to educate consumers about all things pork.
“Our research shows that consumers want to have a positive experience with a product before buying it,” says Traci Rodemeyer, National Pork Board’s pork information manager. “The Other White Meat Tour will facilitate the positive experience between consumers and pork through sampling opportunities and personal interactions with pork producers.”
The Other White Meat Tour will hit the road during the traditional grilling season, stopping at high-traffic consumer events that reach a large percentage of pork’s target audience — females 25 to 49 years old with kids in the home and who want to be better cooks. The tour route includes the following events:
May 9-11 —-
Festival, Wichita River Wichita, Kan.
May 15-18 —
in May BBQ Memphis , Battle Memphis
May 24-25 — Taste of
, Cincinnati Cincinnati
May 30 - June 1 — River Splash,
June 5-8 —
Blues Festival, Chicago Chicago
June 13-15 —
International Michigan , Speedway Brooklyn, Mich.
June 21-22 — 16th Annual Safeway BBQ
, D.C. Battle, Washington
June 28-29 — Sunoco Welcomes
Taste of America , Philadelphia Philadelphia
July 3-6 —
Harborfest, Boston , Boston
July 12-13 — Taste of
, Buffalo Buffalo, N.Y.
July 16-20 —
Arts Festival, Ann Arbor Ann Arbor, Mich.
July 25-27 — NASCAR Allstate 400 at the Brickyard,
Aug. 1-3 — Kimball Art Fair,
Park City, Utah
Aug. 5-9 — Hot August Nights,
Aug. 15-17 —
State Fair, California Sacramento, Calif.
Aug. 23-24 — PIER 39,
Aug. 29 - Sept. 1 — Taste of
, Colorado Denver
Sept. 4-7 — Yellow Daisy Festival,
Stone Mountain, Ga.
Sept. 11-14 — LPGA
Micro Classic, Bell Mobile, Ala.
Sept. 20-21 —
Old Pecan StreetFestival, Austin, Texas
Sept. 26-28 — State Fair of
, Texas Dallas
Oct. 3-5 — OktoberFest,
Oct. 9-12 —
International Balloon Festival, Albuquerque Albuquerque, N.M.
“Pork’s presence at these large events will definitely be noticed,” says Barb Determan, a member of NPB’s Demand Enhancement Committee. “Along with sampling pork, the exhibit will be entertaining, engaging and educational.”
The Other White Meat Tour also will be supported through an integrated campaign of public relations, advertising and retail promotions in the visiting areas. “We’ll work with local chefs and media to educate consumers about pork and the tour,” Rodemeyer says. “It lets us integrate all of our marketing efforts to directly impact domestic pork expenditures.”
NPB is working with Marketing Werks, an industry leader in experiential marketing. Marketing Werks has executed successful tours for consumer brands such as Hershey’s, Char-Broil, Verizon and Chevrolet.