1 / 6

Pork Tries New Tagline Beyond “Other White Meat”

Pork Tries New Tagline Beyond “Other White Meat”. “Be inspired” pitch aims to amp up consumption among pork eaters By: E.J. Schultz Published: March 04, 2011. ‘Pork, Be inspired’. The national pork board’s new advertising campaign suggests that pork is ‘no longer afraid of chicken’.

dyan
Télécharger la présentation

Pork Tries New Tagline Beyond “Other White Meat”

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Pork Tries New Tagline Beyond “Other White Meat” “Be inspired” pitch aims to amp up consumption among pork eaters By: E.J. Schultz Published: March 04, 2011

  2. ‘Pork, Be inspired’ • The national pork board’s new advertising campaign suggests that pork is ‘no longer afraid of chicken’. • The board wants the 82 million Americans who regularly eat pork to eat more pork. • Today, about 36% of home-made meat meals include pork, about the same percentage since 1990.

  3. Campaigns • Old Campaign: • ‘Pork, the other white meat’ • Chicken consumption grew 10% over 20 years, while pork consumption stayed level. • New Campaign: • Research has found that pork lovers want more than basic education, they want to be inspired. • Pork requires no comparison to other meats • New website: www.porkbeinspired.com

  4. Relation To Class • Online Presence • Viral marketing • Reference Group • Word-of-Mouth • "While our new target represents our biggest fans, we believe they have the potential and desire to enjoy pork more often -- and to inspire others to do the same." • Influencer • D.J. Tanner

  5. Discussion • Raise your hand if you prefer pork over chicken? If you prefer pork over steak? • Do you think that the pork board’s new slogan “be inspired” will encourage pork lovers to eat more pork? • Do you think that food group advertisements (ie. “got milk”) make consumers want to buy more of that food? Are they more affective than individual company advertisement for food products? (ie. “eat morchikin” or the foster farms chickens)

  6. Sources • http://adage.com/article/news/pork-tagline-white-meat/149242/ • http://porkbeinspired.com/Index.aspx • http://www.youtube.com/watch?v=T4R4bYzN0QA&feature=related

More Related