US Pork Checkoff: Campaign Pork Be Inspired looks encouraging
One month after the consumer launch of the new brand, Pork Be Inspired, the US National Pork Board is starting to see results, NPB president Everett Forkner told at the first day of World Pork Expo in Des Moines, Iowa, USA.
"The rollout of the Checkoff’s Pork Be Inspired began with a challenge set forth in the NPB’s five-year strategic plan," said Forkner. "Preliminary national consumer information on how well the campaign in changing behaviours won’t be available until later this summer, but the early results are encouraging."
Forkner noted the early results show the numbers of consumers who have clicked on the Pork Be Inspired online advertisements that started in April are far above the industry average. Also, the number of fans on facebook.com/PorkBeInspired has tripled. In addition, there have been over 3,200 media stories on the brand launch, with 85% mentioning Pork Be Inspired.
"During our Board meeting yesterday, we decided to extend the reach of the Pork Be Inspired campaign by implementing an additional $5 million for advertising this year," Forkner said.
Progress was also reported in the Pork Quality Assurance Plus (PQA Plus) programme. As of June 1, more than 14,590 sites representing 67.5% of the US pig inventory have been independently assessed, and 52,578 individual producers are participating in PQA Plus.
• National Pork Board (NPB)
• World Pork Expo
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