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Pork industry to call on consumers to 'Be Inspired'



(3/4/2011)
Rod Smith

Special Coverage from the National Pork Forum in Phoenix, Ariz., March 3-5.
The National Pork Board is scheduled to unveil its new advertising and promotion campaign this afternoon in which it will turn the page on "Pork: The Other White Meat" and replace the 25-year tagline with "Pork: Be Inspired."

Integrated print, radio and television commercials will begin next month, as pork producers, packers and other pork marketers target a new consumer segment of medium to heavy pork users, representing 28% of U.S. households -- users who are influential to whom family and friends look to for advice.

The new target audience is the consequence of extensive market segmentation work conducted last year that provided the Pork Board with more information about consumers and consumer demand than it's ever had, noted Ceci Snyder, the board's vice president for consumer marketing, during a meeting with trade reporters at the forum yesterday.

Its demographics enjoy cooking, enjoy a good meal, enjoy pork but feel that they are on "auto-pilot" and "are ready for fresh ideas," she said. "They see the glass as half full."

The new tagline will appear in the familiar blue "pic" and is the surviving idea of a number of taglines that were carved down to six and then "Be Inspired" in consumer focus groups that found it "quick and simple," Snyder said.

It expresses pork's personality as "unapologetic, assertive, energetic, optimistic and a leader," and its voice that pork is creative, delicious, tempting and inspiring -- "that we are pork" -- she said.

Snyder said the "Other White Meat" slogan, which is one of the five most memorable taglines in advertising history, is not being retired but will continue to be used in certain communications, including nutrition communications, and on web sites and wearables. "It is out heritage brand,' she said.

"We are dropping our comparison to chicken," added Pork Board chief executive officer Chris Novak. From now on, he said, "pork stands on its own."

Minnesota pork producer Dianne Bettin, a member of the board's marketing committee, said she believes producers will be excited about the new branding effort. "We heard a lot from producers during the (losses taken in the 2008-10 period) that we need to market better. We heard that message.

"We won't need to sell this to our producers. They are eager for this new face."

The board's marketing team will present the campaign to delegates at the Pork Act this afternoon.

The forum houses the annual business meetings of the Pork Act, which advises the Pork Board on policy, and the National Pork Producers Council.