More than a decade after its last major brand campaign, the National Pork Board is returning with a multi-channel push to position pork as a flavorful, versatile and culturally relevant protein for the next generation.
“The world has changed tremendously” since the last campaign, said David Newman, senior vice president of market growth at the National Pork Board. “We knew we needed to understand how consumers think about food today, and meat and pork specifically, because we’ve all changed, and their unique needs, feelings and behaviors are the key ingredients to pork category growth.”
Showcasing ‘pork’s versatility’
The new campaign, Taste What Pork Can Do, is grounded in updated consumer insights that show taste, nutritional balance and convenience topping the list of consumer priorities – especially among younger generations, according to Newman.
“Our recent market research shows that ‘food is love’ to US consumers, and when it comes to meat, the most important things to them are taste and flavor, balance when it comes to nutrition and wellness, and convenience and versatility,” Newman explained.
“They also expect that time, cost and effort will be worth it – they have to be in today’s value-driven economic environment,” Newman said, adding that “meat protein is having a moment.”
The campaign focuses on flavor and highlighting the different taste profiles of sausage, bacon, pepperoni and pulled pork to “showcase pork’s versatility,” Newman said.
The campaign connects that flavor-forward messaging to Gen Z and Millennials’ appreciation for global cuisines and cultural authenticity.
“Pork can be indulgent, but it can also be a flavorful choice for those who are looking for the balance that leaner whole-muscle cuts provide,” Newman said. “With both Millennial and Gen Z consumers being the most ethnically diverse generations the US has ever seen, pork’s role as an ingredient in many ethnic cuisines will be prominent.”
New Pork City activation embraces pork history
The campaign kicked off last month with an experiential activation in New York City called New Pork City, featuring food creator Joshua Weissman.
As part of the tour, guests experienced a six-course tasting menu featuring pork in every dish. The menu, crafted by Weissman using his favorite pork recipes, is paired with stops at notable landmarks and moments in pork history along the route, offering a fully immersive and sensory-rich journey, according to Newman.
“We wanted to work with Joshua because we could see from his content that he is a strong believer in and advocate of pork,” said Newman. “As a creator with a large Millennial and Gen Z online following, showcasing his excitement and energy for pork in one of the most culturally diverse cities in the world was a natural fit to launch this campaign.”
Segmented targeting using a data-driven approach
Data is at the core of the campaign’s development, Newman explained.
“Data is foundational to our approach with this campaign,” he said. “This campaign focuses on seven segments of consumers, developed based on their attitudes, beliefs, perceptions and values, so that we can ensure our messaging meets them where they’re at and build an emotional connection with them around pork.”
He added, “The great thing about digital marketing is the opportunity it presents to hone your message and then deliver it to specific consumers.”
Industry collaboration helps shape campaign execution
Newman noted that channel partners played an active role in shaping the campaign for months, contributing through an advisory group of marketing leaders from across the pork supply chain. These partners helped interpret consumer data, supported strategic planning and now use the NPB Consumer Connect playbook to guide their own marketing efforts.
Localization is a key part of the Pork Board’s ongoing strategy. Newman said the team has developed and distributed campaign materials while working closely with industry stakeholders – including state pork associations and supply chain partners, like processors, retailers and foodservice operators.
“We have to ‘fish where the fish are’ to be successful,” he added.
Analytics will drive how the campaign’s success is measured. “We’re developing a scorecard that looks at all of the traditional engagement metrics you’d expect from a digital campaign, but we’re also incorporating other factors related to the brand and business, from sales and consumption to affinity,” he said. “As a commodity organization funded by pork producer dollars, we’re absolutely focused on high ROI.”
The campaign’s performance will be measured through detailed analytics, including a scorecard that “includes digital engagement metrics” that incorporate “brand and business outcomes like sales, consumption and consumer affinity,” Newman said.
“Since we’re a commodity group supported by pork producer funding, delivering strong ROI is a top priority,” he added.
Looking ahead, Newman framed this campaign as just the beginning.
“This is a long-term strategy to impact domestic demand for pork, and a thousand-mile journey for us at the Pork Board, but we’re going to be checking the GPS frequently and adjusting our route as needed,” he added.
