Latina consumers in Los Angeles and Dallas will see more pork promotions in the months ahead. The National Pork Board is rolling out a campaign that includes TV advertising, a media tour and a culinary art exhibit.
An NPD Group study shows that Hispanics consume fresh pork 23 percent more often that the average consumer. They eat fresh pork as the main meal item 70 percent of the time, and used it as in as an ingredient in the main dish 30 percent of the time.
The same study concludes there are real opportunities to promote pork as a grilling item to this audience, noting that Texas and California have long-running grilling seasons.
The ad campaign use slogan "El Cerdo Es Bueno" and emphasizes the emotional ties to pork as well as the product's functionality.
The public relations efforts include media tours in both cities utilizing Chef Gustavo as spokesman to educate the population on pork's taste, nutritional appeal and safety. In addition, NPB will sponsor a 10-week culinary arts exhibit on the history of the mole for the Plaza de la Cultura y Artes in Los Angeles.
Source: National Pork Board