Pork is a cut above when it comes to value and versatility. To show consumers they don’t have to spend a lot of money to eat well, the Pork Checkoff created the popular “Pork Chop Drop” trivia game and new “10 for $10” recipe collection this summer.
“These tools helped bolster the Pork Checkoff’s value message, and we had a great response,” said Pamela Johnson, director of consumer communications for the National Pork Board.
From mid-June through July, consumers could play Pork Chop Drop at PorkBeInspired.com and the Pork Be Inspired Facebook page. After answering trivia questions about the new pork cuts and grilling preparation, consumers had the chance to unlock prizes, such as an exclusive new pork recipe, coupons for fresh pork and a chance to win a $1,000 cash grand prize.
More than 27,000 users registered to play Pork Chop Drop, said Amy Busch, manager of digital marketing for the Pork Checkoff. “We tracked eight average log-ins per registered user and were pleased that people were playing more than once.”
Focusing on the Mealtime Bottom Line
To help consumers save even more with pork, the Pork Checkoff teamed up with Danielle Smith, founder of the popular blog, ExtraordinaryMommy.com, to host an integrated media tour and to create the new pork recipe for Grilled Pork Chops with Minted Strawberry Avocado Salsa. The cost of this recipe, which serves Smith’s entire family of four, totals only $9.61.
“I pay attention to pricing each week at the meat case, and I pick a pork cut that offers me the best savings,” Smith said. “Pork is so versatile I can swap in multiple cuts with this recipe and still get the same juicy, flavorful meal every time.”
You Can’t Beat 10 for $10
To offer even more inspiration, the Pork Checkoff teamed up with Smith and nine other value-minded bloggers known for smart shopping to create the new “10 for $10” recipe collection.
“These recipes are full of flavor, easy to prepare and use only a handful of ingredients,” Johnson said. “They show how simple and affordable it can be to feed a family of four for $10 or less.”
The recipes feature a variety of pork cuts, from Grilled BBQ Pork Pizza Wraps to Rosemary Lemon Pork Chops. They were featured during the Pork Checkoff’s June 27 Twitter party, where consumers discussed the meals they planned to grill at their Fourth of July celebrations. The conversation became a U.S. trending topic, Busch noted.
Social Media Amplifies Pork’s Messages
Throughout the summer, PorkBeinspired.com featured one of the recipes in the 10 for $10 collection each week, along with the latest meat case pricing data comparisons from the U.S. Department of Agriculture.
In early June, for example, the porterhouse pork chop was 67 percent less expensive than the porterhouse beef steak. The Pork Checkoff used social media to help spread the word.
“Social media offers a cost-effective way to promote pork, and it’s gratifying to see how our messages are resonating with consumers,” said Busch, who also shared that pork’s value message was highlighted with opinion elites who attended the 2013 BlogHer Food ’13 blogger conference in Austin, Texas, in June.
To keep the momentum going, the Pork Checkoff is encouraging consumers to visit http://www.porkbeinspired.com/index.aspx and Pork Social online to find more recipes, cooking tips and other special offers.
“We’re consistently reminding consumers that pork offers the perfect budget-friendly way to eat well,” Johnson said.