NATIONAL PORK BOARD

OPPORTUNITY

SJPR was selected to establish credibility for the National Pork Board’s educational messages among Hispanic consumer who – according to the quantitative and qualitative research conducted– believe pork was both unsafe and unhealthy, despite the fact that most considered it to be the most delicious of all proteins in the meat case!

• Safety concerns were mostly related to experience in their home countries where quality and care of livestock was extremely poor
• Most consumers surveyed were not aware of the health benefits of pork and considered it high in fat and cholesterol content
• Generating awareness at both a national and grassroots/retail level, where most of the buying decisions are made
• Keeping the Pork Board’s internal constituencies aware of the entire marketing program’s impact

STRATEGY

I. Identified Multi-Level Target Public

• Consumer
• Medical Community
• Pork Producers

ll. Hispanic Dietician/ Spokesperson

SJPR worked with the National Pork Board to hand-select bilingual dietitians in the markets where the campaign was implemented and provided in-depth media training on the benefits of pork. SJPR structured on-air interviews in multiple markets on leading Spanish-language TV and radio stations. Dietitians provided the level of credibility the consumer is seeking for this information.

III. Media Relations

• Developed press kits and culturally-relevant story platforms
• Pitched Hispanic national and regional print, radio, and television media
• Pitched trade publications, e.g. Pork industry, Hispanic marketing and retail trades

Internal Communications

Developed on-going reporting process for all internal audiences (quarterly newsletter, highlights, monthly PR reports, etc.

RESULTS

Non-paid media value: $6.5 MM +
Gross impressions: 179 MM +
Positive Awareness: + 200%
Pork purchases: + 42%
Won dozens of industry awards including:
EFFIE
Silver Trumpet
Golden Trumpet
Spectra Gold Quill
PR News Platinum