Goodbye, ‘Other White Meat’
It may have been cheesy, but “Pork: The Other White Meat” was an effective marketing tool for the National Pork Board (NPB) for 25 years. Earlier this month, though, the NPB decided that it was time to change their slogan to one that doesn’t rely on a comparison with the poultry industry.
The reason for the change: “We want to increase pork sales by 10 percent by 2014. To do that, we needed to make a stronger connection, a more emotional connection to our product,” says Ceci Synder, the NPB’s vice president of marketing.
The new slogan: “Pork: Be Inspired.”
The NPB will spend $11 million to promote the new campaign through print and broadcast advertising, public relations, social media, and food service marketing.
“The Other White Meat” slogan encouraged consumers to consider pork as a healthy, low-calorie meat. This increased the amount of people who bought pork, but two decades later, pork consumption is on the decline again. It remains behind beef and chicken, with chicken reigning as the highest consumed meat product.
The new slogan seeks to kindle a love of pork in consumers who already buy pork, thus preserving the NPB’s consumer base. In particular, the NPB hopes that pork enthusiasts will think of pork as a versatile meat that can be used and shared in many recipes.