After a long year of prepping and getting ready, the National Pork Board’s new campaign, Taste What Pork Can Do, is doing exactly what it was intended to do – surprising people.
“Consumers have been incredibly receptive and surprised,” says Patrick Fleming, vice president of demand development for the National Pork Board. “They haven’t thought of pork in the way we’re presenting it. From the imagery, the color, the vibrance and the photography, people are saying, ‘I never thought about pork that way.’ And that’s the whole point of this campaign.”
Pork is important to many consumers, Fleming explains. But many consumers don’t realize all the pork they consume. Not only does the campaign celebrate flavor, versatility and nutrition, but just as importantly, it encourages consumers to rethink pork.
“When it comes to the processed side of the business, consumers are saying, ‘I never knew that was pork,’ that’s really that ‘aha’ moment we’re looking for,” Fleming says. “We’ve put our flag in the ground, and we’re starting the conversation in a new way.”
A New Take on New York City
To kick off the new campaign launch, Pork Checkoff organized a media tour in New York on May 6 complete with a ‘New Pork City’ bus designed to create attention and get some social buzz started.
“On our bus, we had a chef and culinary influencer, Joshua Weissman, who had prepared different pork dishes,” Fleming says. “We wanted to start capturing attention from the younger generation and make a media impact in New York. It was an event to get the campaign going as we launched our social and digital platforms.”
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