NASHVILLE, Tenn. (RFD-TV) — With the beef market still red hot, pork groups are working to get more buyers at the table. The National Pork Board recently launched a digital campaign, “Taste What Pork Can Do,” targeting consumers who are already browsing their phones.
“Those are targeted to 25- to 34-year-olds, which has been really a sweet spot for us,” explains Courtney Gray, Executive Director of the Pennsylvania Pork Producers Council. “When we launched those ads, we saw a 48% increase in our click-through rate. New ad design, new colors - obviously, very intriguing. New recipes. Really awesome to see that in-market and then in real time how they performed.”
NPB says the campaign is about more than just a digital push. Instead, they want it to become a rallying point for the entire industry.
“One of our favorite parts of this campaign is how it’s so relatable to 25- to 34-year-old moms shopping at the grocery store, but then also to our pig farmers,” Gray says. “Honestly, everybody feels like they can really get behind it and be part of the campaign. If we think back in terms of previous marketing efforts and what those did for our industry, I think it’s a new era for production. We are moving towards being at a new protein, if you will. And it’s just really exciting to see, like I said, producers engaging, but also being so relatable to the consumer audience as well.”
NPB says the “Taste What Pork Can Do” campaign has evolved into an industry-wide event, bringing together everyone from packers to retailers and producers.
