New Campaign Aims to Modernize Pork Marketing for Gen Z and Millennials
In an innovative move, the National Pork Board has launched a new campaign titled “Taste What Pork Can Do,” designed to resonate with Gen Z and millennial consumers. This effort, which began in May, seeks to move away from the long-standing slogan “The Other White Meat,” which has been perceived as outdated and limiting.
After years of consistent branding under its previous tagline, the National Pork Board recognized the need for a fresh approach to appeal to contemporary audiences. The campaign, spearheaded by the independent agency BarkleyOKRP, focuses on celebrating the diverse culinary potential of pork, moving beyond traditional associations and encouraging the exploration of various pork products.
CEO David Newman emphasizes the importance of adopting a digital-first strategy to connect with younger consumers who lean towards food-centric content. The multi-channel campaign includes cinematic advertisements, social media engagement, and influencer collaborations, all aimed at revitalizing pork’s image and showcasing its versatility in dishes.
Key aspects of the campaign include:
– The emphasis on culinary creativity, featuring popular influencers like Joshua Weissman who demonstrated pork’s adaptability in dishes like bao buns and maple-bacon bread pudding.
– Targeted outreach through online platforms, aiming to capture the attention of food enthusiasts and drive interest in a broader range of pork products.
– The integration of real-time, location-based marketing to make the brand more relatable and dynamic.
Initial results are promising, with pork sales reportedly rising by 26% year-over-year in June. The campaign aligns with larger trends favoring protein-rich foods and addresses consumer interests in unprocessed meats.
As economic conditions fluctuate, the National Pork Board remains committed to its revitalized marketing strategy. Newman notes the changing demographics of the consumer base, highlighting the need for adaptability as Gen Z and future generations grow into key market influencers. They aim to sustain engagement and modernize perceptions around pork, paving the way for continued success in this evolving landscape.
