The National Pork Board’s strategic brand campaign is all about taste and flavor. Patrick Fleming, vice president of demand development, says the new tagline, “Taste What Pork Can Do™,” aims to strengthen consumers’ connection with pork by highlighting its flavor and versatility.
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The research-backed campaign reaches the newest generation of shoppers and pays tribute to past generations who have long enjoyed pork, bringing a fresh twist to a familiar favorite.
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This campaign is about pork producers, but it’s not for them. Fifty percent of the U.S. population and fresh pork consumption is consolidated in 10 states, with California, Texas, Florida, and New York accounting for one-third of the total U.S. population. Therefore, Fleming said the industry needs to “fish where the fish are” when building a bigger appetite for pork.
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Pork producers have always raised pigs, but this new campaign reminds them that they are also raising flavor. While they may not be able to see the campaign through digital media, producers can follow along by subscribing to news at porkcheckoff.org.