National Pork Board announces new brand strategy for 2020

The new master brand strategy from the National Pork Board - Real Pork - showcases the benefits of US pork and the producers who bring it to market.
calendar icon 27 August 2020
clock icon 5 minute read

Those advantages begin in the barn, so telling the authentic stories of pig farmers and pig farms – and how pork’s sustainability creates a protein consumers can feel good about feeding their family – will be a critical part of how Real Pork comes to life.

The first introduction of Real Pork to consumers comes this September, and focuses on “Pork as a Passport,” which celebrates pork’s position as a culturally relevant protein around the world. It encourages small adventures for weary quarantine cooks by showcasing delicious pork dishes from next door and across the globe.

Pork as a Passport will help consumers travel through their taste buds via inspiration that will be found in digital, social media, video, and a new landing page. A few examples of planned activities include:

  • Matching pig farmers with global chefs to connect over pork product
  • Highlighting globally inspired pork recipes with modern photography
  • Engaging a family psychologist to provide insight about the importance of family meals
  • Sharing information on global recipes and flavours using pork through social media influencers
  • Connecting US chefs with international chefs to cook and together, create rich shareable videos for online and social media
  • Highlighting pork in the most authentic, real and delicious way possible, through street food in a multicultural effort called Menu Urbano

As activities come to life, they will be posted on the new Real Pork webpage, and on the National Pork Board Facebook, Instagram, Twitter and Pinterest accounts.

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