US: Pork campaign aimed at Hispanic mothers
The National Pork Board (NPB) is targeting Latina moms
in the American cities of Los Angeles and Dallas with promotional
Key message is "Pork is the most flavourful part of the meal that fulfills
The NPB does this as a consequence of figures indicating
that Hispanics will account for one in four individuals by
A recent study by the NPD Group shows Hispanics
consume fresh pork 23% more than the average rate. In addition, fresh pork is
eaten 70% of the time as the main entree, and used 30% of the time as an
ingredient in the main dish.
There are opportunities for promoting
pork on the grill to Hispanic populations, the report further
In general, pork is a part of one in
four meals that are prepared on the grill; Hispanics about three times per week;
most Hispanic women are the 'grill masters' of the household; and the grilling
season in Texas and California are longer than in other states.
pork board plans a television advertising and PR campaign to reach the Hispanic
populations in both cities.
Pork is good
"The ad campaign,
which uses the established slogan El Cerdo Es Bueno (pork is good) and
emphasises the emotional ties to pork as well as the functionality of the
product, launches in mid-August in time for the Labor Day holiday," said Ceci
Snyder, NPB assistant vice-president of consumer marketing.
advertising efforts will mirror those peak seasons when family gatherings are
â€¢ National Pork Board
â€¢ NPD Group
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