PORK CHECKOFF LAUNCHES NEW "DON'T BE BLAH" ADVERTISING CAMPAIGN
After 17 years of helping to drive consumer demand, Pork. The Other White Meat® is getting a new look. The new promotion is the result of an 18-month project designed to inject renewed energy and excitement into an advertising and marketing program that just a few years ago was found by a Northwestern University study to be the fifth most recognizable in the United States. The new initiative, funded entirely by America's pork producers through their investment in the Pork Checkoff, carries this message to American consumers: When planning and executing meals, Don't be blah.TM "We conducted extensive consumer research," said National Pork Board President Dave Culbertson, "and found that even though Pork. The Other White Meat did a fabulous job of positioning pork as a healthy protein source, it just wasn't connecting the way we thought it should with today's consumers, who obviously have changed quite a bit in the 17 years since we introduced Pork. The Other White Meat. "At the same time, we have no intention of getting rid of Pork. The Other White Meat because 90 percent of all consumers now recognize that tagline as belonging to pork. Our new message will build on that success," Culbertson said. Producers and consumers can learn more about the program and see the ads at TheOtherWhiteMeat.com.
|Alabama Farmers Federation State Pork Committee Chairman Stanley Morris of St. Clair County and State Pork Committee Member Joe Hall of Henry County recently represented Alabama's pork producers at the National Pork Industry Forum in Orlando. Fla. Serving as representatives to the National Pork Act Delegate Meeting, Morris and Hall evaluated recommendations related to the Pork Checkoff and its programs. As part of the conference, they witnessed the unveiling of the pork checkoff's new promotional campaign. The slogan, "Don't be blah" builds on the highly successful "Pork, The Other White Meat" slogan and targets female consumers 25 to 49 years old. During the session State Pork Committee Member John Gibson of Marshall County also was recognized for completing the Pork Leadership Academy as Alabama's representative last year. |