The U.S. pork industry’s iconic marketing slogan, “The Other White Meat,” was crisp and clear and clever and to the point. And when it was introduced 24 years ago, the slogan connected easily with a generation of American consumers who were becoming uncomfortable with the fat and cholesterol in red meat.
Will pork producers’ new campaign and slogan, “Pork: Be inspired,” make the same kind of connection?
It’s not as catchy as its predecessor, to be sure. But industry executives insist that the new positioning will strike the right note with its main target, which – presumably unlike the audience for “The Other White Meat” — is existing pork eaters.
“Our research shows that pork's top consumers are looking for more than basic education; they're looking for inspiration. With its great taste and versatility, pork is the ideal catalyst to inspire great meals," said Ceci Snyder, vice president of marketing at the National Pork Board. "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.”
The new campaign rolls out Monday with digital advertising and continues through April, when national TV and print advertising begins. “Moving from a functional to a more emotional positioning, the campaign voice is proud, energetic, approachable and unapologetically optimistic about the unique attributes of the world's most popular protein,” the pork board said.
Consider us unconvinced. Pork consumption dropped 2.2 pounds per American last year, to 48 pounds, the lowest since 1997. Supermarket consumers remain very, very interested in value propositions, especially when it comes to expensive fare such as meat; why didn’t the National Pork Board address that?
The organization says it will keep “The Other White Meat” around as a slogan for nutrition-education efforts. But it wouldn’t be surprising, a year down the road, to see the pork people come back to it for advertising as well.
In the meantime, the pork industry is hoping its new campaign won't get roasted by the public.