US: Pork campaign aimed at Hispanic mothers

27-08-2007 | |

The National Pork Board (NPB) is targeting Latina moms in the American cities of Los Angeles and Dallas with promotional materials.

Key message is “Pork is the most flavourful part of the meal that fulfills everyone.”

The NPB does this as a consequence of figures indicating that Hispanics will account for one in four individuals by 2050.

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 revealed.

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.

The 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.

“The advertising efforts will mirror those peak seasons when family gatherings are highest.”

Related websites:
• National Pork Board
• NPD Group 

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