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Move Over "The Other White Meat"

Today the National Pork Board unveiled a new brand identity for the pork industry. “Pork: Be Inspired” is the new campaign which will target the more than 82 million Americans who already prepare, eat and love pork. The campaign celebrates pork’s ability to offer a wide range of options for the kitchen and shows how pork can be included in almost any menu, cuisine and lifestyle based on its flavor and versatility.

The “Pork: Be Inspired” branding creates a new role for the pork industry’s 25-year-old “The Other White Meat” campaign. It becomes a heritage brand, which will be used on the consumer website and in nutrition communications but will no longer be featured in advertising.

Ceci Snyder, vice president of domestic marketing for the National Pork Board, says of the new “Pork: Be Inspired” campaign: “Our research shows that pork's top consumers are looking for more than basic education; they're looking for inspiration. With its great taste and versatility, pork is the ideal catalyst to inspire great meals.

“While our new target represents our biggest fans, we believe they have the potential and desire to enjoy pork more often – and to inspire others to do the same."

The new campaign rolls out this month and includes national advertising, public relations, social media, retail and foodservice marketing, as well as activation by state pork associations. All elements will showcase inspiring new ways to enjoy pork more frequently, with a range of meal and menu options, Synder says.
The new website,, is live and a digital advertising campaign starts March 7 with paid searches and web sites that reach the National Pork Board’s new target. On April 11, network and cable national television advertising begins. Print advertising in food and lifestyle publications will also begin in April.

For more information on the new campaign, click here.

TAGS: Marketing