The Checkoff's new brand campaign, Pork Be inspired has been in front of consumers since April. But is it resonating with the 82 million Americans who already cook, eat and love pork? According to a National Pork Board tracking study, the answer is yes.
"Awareness of our marketing efforts is still building," said John Green, director of strategic marketing for the Checkoff. "But in the short time since Pork Be inspired was launched, it appears to be gaining traction with our new target."
The Checkoff is targeting the 82 million U.S. consumers who already are medium- to heavy-fresh-pork users. While this segment represents about 28% of U.S. households, the group consumes about 68% of all fresh pork enjoyed at home and 50% away from home.
The tracking study, conducted June 21-29 via the internet, polled 1,200 households across the country. Of these, 900 households fell within the Checkoff's new target market.
Digging deeper into the tracking study data, consumers who are aware of the Pork Be inspired messages are more likely to view pork as inspiring and creative.
"Consumers who are aware of pork marketing reported higher pork consumption than those who were unaware of Pork Be inspired messages," Green said. "For instance, with consumers who were aware versus unaware, there was a 7.8% increase in them describing pork as one of their favorite things to cook."
When comparing advertising from December 2010 before the new brand launch to the current Pork Be inspired advertising, more people were aware of the 2011 online banner advertising. Television also had a high recall with consumers. Nearly one quarter of target consumers reported seeing the TV ad.
"The consumer recall of the ads and the data show that the Checkoff product marketing is beginning to change consumer perceptions and attitudes about pork," Green said. "Reviewing all the data gathered in the tracking study, it appears that the Pork Be inspired messages are resonating and appealing to our target."
Green added, "There are some indications that those changing perceptions have supported sales even as pork prices have increased. But you have to remember that this is a long-term process and this study only reflects two months of the campaign in market."
In addition to sales, the Pork Checkoff's new campaign might be affecting what people ideally want from a protein, Green said. Ratings for what consumers ideally want from meat and poultry show opportunities that Pork Be inspired can fulfill.
"This will give pork a distinct advantage to uniquely deliver on this new unmet need," he said.
Dianne Bettin, a pork producer from Truman, Minn., and chair of the Domestic Marketing Committee, agrees. "Producers can rest assured that Pork Be inspired is working, helping us meet the aggressive marketing goals set in the strategic plan."
For more information, contact Laurie Bever at [email protected] or (515) 223-2629.