DES MOINES, Iowa — The National Pork Board unveiled a rebranding campaign, Pork – Be Inspired, that targets current consumers of fresh pork, particularly those who prepare and eat pork at home.
The new effort celebrates pork's ability to offer a wide range of meal options, with recipe booklets and posters showing pork plated attractively, made readily available to retailers.
"Our research shows that pork's top consumers are open to more than the basics with pork; they're looking for inspiration because they already know and love pork," Jarrod Sutton, assistant vice president of channel marketing at the National Pork Board, said in a statement. "While our new target represents our biggest fans, we believe we can help them enjoy pork even more often – and inspire their friends to do the same."
Results from recent consumer segmentation research conducted by the Pork Board spurred the rebranding campaign. A major finding was that while "flavor-seeking pork lovers" make ups just 28% of U.S. households, they account for roughly 68% of all in-home fresh pork consumption and 50% of all away-from-home fresh pork consumption.
A little more than a week before the rebranding send-off, the Board revamped its website, www.porkretail.org to give retailers more details, and to make new POS materials, including charts and posters, and recipe booklets easily available to them.