Pork board touts flavor-focused campaign

More than 10,000 World Pork Expo attendees from 32 countries snacked on more than 5,000 pork lunches at the Big Grill.

The World Pork Expo ran June 4-5 at the Iowa State Fairgrounds.

One month into a new campaign launched by the National Pork Board to tout pork’s tastiness among younger consumers, the board was at the expo promoting progress.

The campaign, called “Taste What Pork Can Do,” uses highly focused digital content. The pork industry has not had a recognizable campaign since the tagline “Pork. The Other White Meat” was established decades ago. A seminar highlighted the research behind the campaign.

“A good tagline has a call to action,” said Jose de Jesus, assistant vice president of consumer marketing at the National Pork Board. “This campaign was built on deep insights about what consumers want from their food, which is taste, balance and convenience.

According to recent research from Datassentials, nearly two-thirds of consumers have purchased a food, beverage or related product after viewing a marketing campaign or advertisement.