Farming & Your Freedom

Given the controversial nature of commodity and livestock checkoff programs, the checkoff-driven pork campaign to boost sales could be described as "edgy." Whatever it is, it ain't "blah." In fact, the addendum to the time-tested industry motto reads: "Pork. The Other White Meat - Don't be Blah."

Pork producers attending the Pork Industry Forum recently in Orlando, Fla. got a sneak preview of the new ad campaign and logo. Consumer research, we are told, has led the industry to a goal in the new campaign of showing consumers how to make pork a part of their everyday lives, not merely a special occasion treat. (Okay, I'm hungry now!)

Like nearly everything else under the sun these days, the campaign is aimed at the young consumer, but there is a twist. Not happy with just reaching the fabled 18-49 demographic, Pork The Other White Meat now aims at the female consumer, age 25-49. By targeting the under-40 age group, pork producers hope they are tapping into future market growth for their products. That's not edgy, that's canny!

The new campaign is the first big change since the brilliant "Other White Meat" sobriquet was established in 1987. Success apparently breeds edginess, so the National Pork Board decided to act on a feeling and make some changes.

To reach the new consumer base, the campaign hits the Internet in a big way, but also relies on standard print ads and radio and television spots of an, er, edgy nature. One new poster-like print ad looks like a wanted notice. It reads in big, black, block letters, "MISSING, have you seen this family? Then it goes on to state: "Last seen on meatloaf night..." The message goes on to suggest you not drive away your family with "humdrum concoctions," then lists several great pork dishes as alternatives to the blahs.

Here's a fake personals classified ad: "Hot and Willing Oven. Burning for change. If I see another spaghetti dish, I will die. If you're raw, looking to get baked, and fancy yourself a break from the same old same old, then you're the dish for me. Especially interested in simple but delectable creations involving The Other White Meat. Call me--I'm already pre-heating." Um, er, ahem. That IS edgy!

The Pork Board decided it was not happy with pork's place as third among major meats and the new campaign goes after the other two with a vengeance. The experts admit that older people are more comfortable with pork than are the go-gettin' youngsters. They aim to change all that, and use that impetus to bring pork back up the consumer choice ladder.

Pork has been slipping in the marketplace for some time and the industry figures targeting a version of the coveted demographic might help. It'll be fun, if nothing else, for the copy writers of America!

The campaign will cost about $10 million and the agency creating it will constantly think outside the box as it vies for attention in the fickle, fleeting consumer consciousness.

Complicating the thing, though, is something consumers never give a thought to: what if the Supreme Court rules checkoffs as unconstitutional? The board figured it had to go with business as usual in the face of the threat, and there is great hope for a positive ruling. Not all producers agree, but surely all can enjoy the humorous aspects of the new campaign.

Will it work? Stay tuned. Will the Supremes make the "right" decision? Ditto. Meanwhile, sit back, relax, sigh deeply and wish that you, too, were in a coveted demographic. Will eating pork make it so?

I'll see ya!