State pork associations have been stepping up to the plate to spread the Pork. Be inspired® message to consumers
with innovative activities that complement programs that the Pork Checkoff is doing on a national level.
“We are providing state pork associations with ideas on how to promote pork through retail, food service, public relations and advertising at the local level that mirror what we are doing nationally,” said Stacie Schafer, state marketing manager for the Pork Checkoff. “This has been a win for Pork. Be inspired, increasing the reach and effectiveness of our marketing efforts.”
The new integrated marketing program with state pork association has seen tremendous success. Since last year, 23 different states have activated six different marketing opportunities.
The most popular marketing activity being implemented by states has been The Pork Chop Cookbook, by Ray Lampe, also known as “Dr. BBQ”. States are using them as incentives or prizes with online and social media promotions.
“We are using The Pork Chop Cookbook as a prize for a Facebook promotion,” said Megan Sprague, Michigan Pork Producers Association program director. “The cookbooks are a valuable prize because they offer much utility for our audience.”
Another successful state marketing activity has been partnering with Costco Wholesale to provide pork samples to its customers. For example, during October Pork Month, state pork associations sponsored 50 cooking demonstrations at Costco warehouses within their states. Indiana, Kentucky, Minnesota, Nebraska, North Carolina, Ohio, South Dakota, Wisconsin and Utah participated.
“We were excited to partner with Costco on in-store promotions and show consumers the great ways that they can use pork in their favorite dishes,” said Ann Edmondson director of communications and marketing for the North Carolina Pork Council.
In addition to partnering with retail outlets and public relations campaigns, state pork associations also have the opportunity to partner with various foodservice outlets. This includes placing ads in their state restaurant association publications and partnering with distributors and restaurant owners during events such as “restaurant week”. States also can activate different opportunities through advertising campaigns that appear online, on the radio and television.
“Our state pork associations have had tremendous success in promoting pork to consumers in their states,” Schafer said. “We are excited to continue teaming with state associations as we bring the message about pork’s good value and great taste to consumers.”