This summer, media coverage for ¡Prende el Sabor! – the Spanish adaptation of the ongoing Pork Checkoff integrated national marketing campaign, Grill for it! – has been inspiring Latino consumers across America to turn up the flavor at their cookouts with pork.
“The campaign is designed to reach one of pork’s biggest fans – Latinos,” said Jose de Jesus, director of multicultural marketing for the Pork Checkoff. “The campaign includes digital advertising, public relations and social media efforts.”
A video series featuring a fun and spirited grill named “Gloria” the neighbor grill, is appearing on Spanish-language social media channels and website (@PorkTeInspira).
Public relations efforts have garnered nearly 50 million impressions through 430 placements, according to de Jesus. Top placements have included El Diario NY, El Nuevo Herald:,Telemundo Suelta la Sopa, Telemundo 51 Acceso, Eme de Mujer, The Latin Kitchen, La Raza, and Siempre Mujer.