The Pork Checkoff is utilizing social media for fun, relevant videos for the Millennial consumer.
Jarrod Sutton, Vice President Channel Marketing, National Pork Board
Don Wick: 00:04 From the Pork Checkoff in Des Moines Iowa, it’s Pork Pod. Pork Pod, a look at the hot topics in today’s pork industry. The Pork Checkoff is working for you through various forms of research, promotion, and consumer information projects. This is Don Wick, speaking on behalf of the Pork Checkoff and today our guest is Jarrod Sutton, Vice President of Channel Marketing for the National Pork Board. And of course, we’ve all seen those Tasty videos and the like on social media, Facebook and more. Jarrod, the Pork Checkoff has a role in these coming up. Tell me about it.
Jarrod Sutton: 00:35 It’s really kind of an evolution as this digital age keeps evolving and seeing what’s available to us in terms of marketing and just really engaging in the dialogue that’s happening in social media, and the way that it’s happening. I think one of the things you’ll continuously hear from the National Pork Board is our theme to really target the three M’s. We’ll refer to them as millennials, and mobile in that digital space, and then multicultural as well. So something like this really gives us the opportunity to hit all three with one strike. This sort of visual learning in a very fast paced, you know, condensed time frame is a thing. It’s real and it’s here. And especially as we engage more with the millennial consumer. That’s really how they’re learning what it is they can feel confident, and giving it a shot, in terms of their kitchen, and trying to prepare it at home. And so you put together some quick, easy, fun videos that really kind of takes the intimidation factor out, I think. You deliver it in such a way that visually inspiring, it just has that that sort of “got to have this now” look and feel to it. And it’s delivered in the digital space where this conversation is happening and that’s the mobile piece to this.
And so we expect to have some some great results in terms of reaching a lot of millennial consumers this way.
But I think really the big advantage for us is to leverage that with our partners in the food chain. And obviously, most notably and most importantly, our retail partners. When we go and talk to retail grocers, we know that these types of videos in the social media space are going to get literally millions of views, millions of impressions, millions of people talking about it. And that’s a great thing, for sure. But what we know, is if we leverage it with our key retail grocery partners so that they understand when these videos are going to be running, obviously, if there’s an opportunity for them to take advantage of that and use that content and push that out through their social media channels, we can then influence what’s going to be featured, what’s going to be displayed at the retail point of purchase. Make that connection and that gives you know literally tens of millions, if not hundreds of millions of impressions, and then more importantly, you know they’ll sell it. And that’s exactly what we’re out to accomplish here. So kind of a nice way to display it, but really to leverage those assets and ultimately to gain some additional sales as a result of it.
Don Wick: 03:02 So tell me, Jarrod, are some of these on already or where are we at in the whole process?
Jarrod Sutton: 03:08 Yes, so it’s a interesting time of the year for pork. The weather keeps shifting. Easter is a little bit later. After Super Bowl and before Easter, there just isn’t a whole lot going on. February and March can typically be, again depending on where Easter falls, a little bit of a slow time of the year. And so from a pork marketing standpoint, you know, we designed these with the intent to release some videos beginning on February the 21st. So obviously there’s one that’s already out and available in the social media space. Additional videos will be coming, and we certainly encourage all your listeners, and you know pork producers around the country, to share those videos through their social media channels and networks. You know the cool thing about it is you can display your product in a way that that’s you know relevant to millennial consumers. But more importantly the way these videos are designed, it’s a ham, it’s boneless pork chops, it’s a pork roast, and it’s really quick and easy, convenient for the practical consumer to just get dinner or supper on the table tonight. And so not only are we going to have some fun displaying our product in a really relevant way and we’re going to see some people give it a shot that maybe weren’t comfortable in trying pork before. And if we know if they follow these instructions that they’re going to have a great eating experience as a result of it.
I don’t know how many meetings that I’ve been to where producers have held up their smartphones or their iPads or tablets and said “How come we don’t do videos like this? I get that as a part of my feed on a regular basis.” It’s a fair point. I think we’ve experimented with it in the past and tried to find our little niche in getting engaged in that. But we decided to go directly to Tasty, which is a part of the BuzzFeed family. These are all startup dot.com companies, Don, that are really run by Millennials and obviously designed to target Millennials and so some of our team flew out to Los Angeles and and got to know the Tasty BuzzFeed folks who created a great relationship there. They’ve had a lot of fun with pork in the past. Porkboard put an emphasis on creating these three videos and we’re really excited to talk about that. Really see where this takes us as we work to engage in that mobile space with the millennial consumer.
Don Wick: 05:30 Jarrod Sutton from the Pork Checkoff. Thanks to you for listening to this edition of Pork Pod. For more information on this topic or the Pork Checkoff itself, visit pork.org.