National Pork Board launches Real Pork campaign


The National Pork Board has started a new campaign to show the American consumer how the authentic flavor of Real Pork can bring people together.

“Real Pork not only celebrates the authentic flavors of pork, it encompasses the values and beliefs of the pork industry from farm to fork,” said Angie Krieger, vice president of domestic marketing at the Pork Board. “Our work began on this master-brand strategy before the coronavirus appeared the United States, but the shift in buying and cooking habits the pandemic created certainly accelerated our efforts. Six months in, consumers are weary of meal preparation, they want new experiences and to travel.”

Pork sales have been on the rise since the beginning of the pandemic and Real Pork wants to keep that momentum going.

The Real Pork campaign aims to tell the stories of pig farmers and pig farms around the country. It launches in September and will focus on “Pork as a Passport,” celebrating pork’s position in different cultures.

According to a National Pork Board release, here are a few of the planned activities:

• Matching pig farmers with global chefs to connect over pork product

• Highlighting globally-inspired pork recipes with modern photography

• Engaging a family psychologist to provide insight about the importance of family meals

• Sharing information on global recipes and flavors using pork through social media influencers

• Connecting U.S. chefs with international chefs to cook and together, create rich sharable videos for online and social media

• Highlighting pork in the most authentic, real and delicious way possible, through street food in a multicultural effort called Menu Urbano

You can find more here.