The National Pork Board's 12th annual National Eat Dinner Together Week, which occurred in September, scored more than 21.2 million consumer impressions about pork. The efforts involved an online press kit, a newspaper featurette and a satellite media tour featuring celebrity chefs known as the Too Hot Tamales.
The campaign also included coverage in the weekly Quick & Simple magazine, which reaches more than 2 million consumers, as well as a recipe contest on www.TogetherforDinner.com. Through that effort, 60 recipe entries were received, and a winner will be announced later this month.
The Too Hot Tamales also are slated for a November appearance on iVillage.com. That effort could reach up to 17 million more consumers.
Source: National Pork Board