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 "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.
 The
consumer research helped to identify the target audience as the
25- to 49-year-old urban women who make most of the decisions
about what their families will have for dinner. The research
found that many of these women have children under the age of
17 and that they describe their lifestyles as modern, hectic
and family-centered. It also found that these women tend to
view pork as an old-fashioned, special-occasion meal.
"Today's family cooks want
to serve memorable meals to their families, but most of them
find themselves stuck in the rut of meatloaf, macaroni and cheese,
chicken surprise and other old standbys," Culbertson said.
"We also found that most of these family cooks don't have
pork on the top of their mind when they go to the grocery store.
Our Don't be blah. message is designed to change all of that.
It will help to show consumers how to make pork part of everyday
life and how pork can be used to prepare meals that aren't the
same old 'blah.'"
 Because
of the research findings, the new marketing approach for pork
was designed to be clever, contemporary, exciting and even risk-taking,
said Culbertson, who is a pork producer from Geneseo, Ill. "To
build demand with this important demographic group, we need to
communicate that pork is a great-tasting, exciting choice that's
perfect for every day of the week."
 Culbertson
said he expects the new effort to make the same impact as did
Pork. The Other White Meat when it was launched in 1986. "I
think this is going to make the positive, long-term impact on
pork demand that producers need," he said.
The new message about pork is
being conveyed to consumers through television and radio commercials,
magazines, Internet Web sites, as well as supermarket, foodservice
and public relations programs that began this month. The new
television ads will be seen initially in only six markets: Chicago,
Philadelphia, Atlanta, Dallas-Fort Worth, Denver and Sacramento.
Magazine insertions include Oprah Winfrey's O magazine, Cooking
Light, People, Parade and Reader's Digest, among others.
Producers and consumers can learn
more about the program and see the ads at TheOtherWhiteMeat.com.
National Pork Board has responsibility
for Checkoff-funded research, promotion and consumer information
projects and for communicating with pork producers and the public.
Through a legislative national Pork Checkoff, pork producers
invest $0.40 for each $100 value of hogs sold. Pork importers
also invest a comparable amount. The Pork Checkoff funds national
and state programs in advertising, consumer information, retail
and foodservice marketing, export market promotion, production
improvement, technology, swine health and pork safety. For information
on Checkoff-funded programs, pork producers can call the Pork
Checkoff Service Center at 800-456-PORK or check the Internet
at www.porkboard.org.
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