Just one month since the launch of the industry’s new ‘Pork. Be Inspired’ consumer promotion effort, the National Pork Board announced it is adding $5 million to extend the reach and impact of the campaign, according to Everett Forkner, NPB president. The announcement was made at the 23rd annual World Pork Expo underway this week in Des Moines.
Information on the effectiveness of the new campaign will be available later this fall but the early results are encouraging. “So far, the number of consumers who have clicked on the online ads for the campaign are far above normal,” says Forkner, a pork producer from Richards, Mo. The promotion kicked off in April.
The new 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. Digital advertising as well as national television advertising for the campaign began earlier this spring. The promotion budget was initially set at $25 million.
Initial results from social medial efforts also are encouraging and added impetus to increase NPB’s commitment level. The number of Facebook fans registered by the new pork promotion effort has tripled.
"Our research shows that pork's top consumers are looking for more than basic education; they're looking for inspiration,” says Ceci Snyder, vice president of domestic marketing for NPB. "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 campaign has captured the attention of the public. To date, the media has indicated a high level of awareness and interest in the campaign with over 3,200 media stories appearing on the launch of the new brand with 85 percent mentioning Pork. Be Inspired.