“Pork. Be Inspired” is the much anticipated new slogan for the National Pork Board’s advertising campaign. Rolled out at the National Pork Industry Forum in Phoenix, the tagline will soon supplant the 23-year old “Pork. The Other White Meat” tag.
The well-known “Other White Meat” slogan will not be fully retired. “It’s an important part of what pork is to consumers,” says Ceci Snyder, National Pork Board’s vice president of domestic marketing. “We want to build on that and to convey other things.”
“Pork. The Other White Meat” will become a “heritage” brand, which Snyder explains means it will still be part of the effort to promote pork, particularly on the Web, but also to nutrition professionals and in nutrition-based consumer communications.
It was time for something new and fresh, Snyder notes. Diane Bettin, Minnesota pork producer and chair of NPB’s domestic marketing committee agrees. “The producers I’ve talked to are very inspired for something new. I think producers can get behind this. It’s a positive, motivating message,” she adds.
More than a slogan, a whole new advertising campaign will begin in April and it will target a new audience. NPB conducted a multi-dimensional consumer segmentation study to focus on how to get the most bang for producers’ buck. The goals were to understand U.S. pork consumption; determine the right consumers to target for pork; develop the right consumer message for the target audience; and create resources for use with channel partners.
“In my 15 years (at NPB) we have never had this type of segmentation study before,” Snyder says.
Bottomline, the target audience involves the 28 percent of U.S. households, who eat 68 percent of all fresh pork consumed at home, and 50 percent of fresh pork consumed away from home.
The target audience’s age is not the issue, but attitude is. These consumers are confident in preparing 2 or more cuts of pork; they have positive attitudes about pork, cooking and life; and they enjoy all fresh pork cuts, Snyder points out.
“They told us, cooking isn’t something I have to do, it’s something I like to do…but they want some fresh ideas,” she adds. These are confident, accomplished cooks, who already choose and enjoy pork. They also like to share food with friends and family, and often influence others when it comes to cooking.