12 • URNER BARRY'S REPORTER / VOL. 19, NO. 1 / WINTER 2024
From the day we saw Mikey bravely decide to try the cereal that
none of his friends would dare to try, to Clara Peller muttering
"Where's the beef;" creative marketing campaigns have been
at the core of top-of-mind awareness for food products for
millions of consumers. However, much strategy goes into
creative campaigns like the ones mentioned above.
At the core of each successful campaign, it's the
existence of key elements such as identifying
goals, target audience demographics, and
engaging messaging, that is the vehicle of
communicating your strategy effectively.
As of the writing of this article, we are currently
in the midst of another pork month celebration;
a time when the industry strives to highlight
the nutritional benefits and versatility of pork
as an all-around family-friendly protein choice.
Historically, pork has faced a number of challenges throughout
the years in positioning itself as a viable cost-effective option for
consumers' protein consumption. Recent increases in beef prices
have not necessarily converted into an increase in pork movement
at the retail level. By creatively highlighting varying options
available as well as cross selling between processed and fresh
options, a long-term demand strategy could be supported that may
impact retail demand and ultimately more sales.
Perhaps one of most recognizable pork market
campaigns to date has been the positioning of pork
as The Other White Meat®. The campaign which
garnered significant top-of mind awareness within
consumers, ran for 24 years and was backed up
by multiple, print and TV ads through 2011 before
research determined that marketing needed to
go in a different direction. Research found that
based on consumer feedback, pork may be more
complicated to prepare than other options at the
time. As of 2011, the new slogan became Pork®: Be
Inspired®. This challenged consumers to rethink the
way they prepare meals, and the campaign remains
active today, featuring a designated website providing cooking tips
to prepare a variety of meals.
During the most recent USDA Hogs & Pigs report webinar,
Senior VP of Strategy and Domestic Market Development
Let's get creative…
The evolving campaigns for
marketing pork Source: Iowa Pork Producers