Increasingly, consumers are looking to the Internet for food and health information.
This year, the National Pork Board’s advertising with Weight Watchers magazine and Web site WeightWatchers.com continues to deliver impressive interest in pork from those watching their weight. Since April, pork's advertising has resulted in more than 40,000 interactions from WeightWatchers.com.
The NPB’s pork checkoff has also worked with Weight Watchers to create a pork branded Web page on WeightWatchers.com, featuring six pork recipes with “point counts.” Through August, the site generated the following clicks by pork recipe:
• Roasted Pork Tenderloin with Apple Ginger Sauce, 5 points, 12,275 clicks
• Southwestern Pork Kabobs, 4 points, 12,037 clicks
• Amelia's Italian Pork Pita Pockets, 8 points, 9,924 clicks
• Tuscan Pork and Bean Salad, 7 points, 9,684 clicks
• Pork Vegetable Soup, 3 points, 6,676 clicks
• Greek Salad with Pork, 6 points, 5,669 clicks
In addition, two articles featured on the branded Web site highlight the benefits of lean pork and provide simple meal solutions with pork. These articles have been clicked more than 5,600 times. Weight Watchers visitors are looking for delicious, healthy, lean alternatives, and pork is a surprise for many people.
NPB measures the traffic to its online ads and uses this information to craft new advertising campaigns. NPB’s messages on the Weight Watchers’ site reflect the advertising and marketing strategy for early 2010, when they will emphasize the health benefits and affordability of pork.