VOL. 19, NO. 1 / WINTER 2024 / URNER BARRY'S REPORTER • 13
Kiersten Hafer, revealed a two-tiered marketing initiative
that featured a penetration strategy consisting of shopper
marketing campaigns designed to impact the consumer at
the time of purchase. Hafer also introduced brand driven
programs establishing a demand driven strategy based on
familiarity, while exposing consumers to items that may not be
as mainstream as others. Based on her comments, the overall
strategy does not just focus on more sales like preceding
campaigns, but to introduce a more diversified strategy moving
forward. Furthermore, educating the consumer on creative uses
for pork outside of its typical center of plate role will result in
familiarity and confidence in preparing the product.
Besides the efforts of the National Pork Board in strategically
promoting pork, other regional organizations are also
pitching in with creative promotions of their own. The most
recent Hamann Bacon/Iowa State football team collaboration
designed to promote additional consumption in the state of
Iowa serves as a great example of the diversification centered
around education, occurring in many channels to position
pork as a more progressive option by comparison to your
grandparents' generation.
Article contributed by Pete Iridoy | piridoy@urnerbarry.com
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