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Pork, The 'Other' Consumer Campaign

DES MOINES, Iowa -- The National Pork Board is launching a new marketing campaign that aims to build on the success of its longstanding, highly successful, "Other White Meat" campaign, by positioning pork as a contemporary mealtime option for busy families.

The new campaign's tagline, "Don't be blah," was designed to remind people that everyday meals don't need to be boring, while poking fun at the "same old" recipe rotation featured nightly on so many American dinner tables.

" 'Pork. The Other White Meat,' which repositioned the meat as a healthy protein source, has become synonymous with pork in the 17 years since it was introduced," said Steve Murphy, c.e.o. of the National Pork Board. "Don't be blah' is our new rallying cry for pork. It's the ultimate solution for dinner decision-makers to escape their recipe rut."

The national campaign will kick off with heavy-up testing in six diverse markets across the country: Chicago, Dallas, Atlanta, Denver, Philadelphia and Sacramento. The integrated effort will feature print, radio, television and online advertising as well as supermarket and food service programs and public relations. Two 30-second television spots kicked off the campaign on Oscar night, Feb. 27, in the six test markets. The spots will also appear in Wal-Mart supercenters throughout the country and on the Pork Board's Web site,

The marketing Web site,, also has a revamped look to match the "Don't be blah" campaign's fun, and unexpected, tabloid-like attitude. The site links all the campaign elements together.

In the six test markets, the new campaign will also have a strong radio presence, with four 60-second spots.

Each, "Don't be blah" element is different in execution yet linked together by the unexpected and humorous take on everyday life. One fictitious scenario is an emergency caller faced with an unexpected visit of in-laws coming for dinner; another is a funeral director eulogizing a mother's macaroni chicken pie and meatloaf salad.

The national umbrella for the new campaign includes an online component and a variety of print ads that will appear in leading consumer magazines such as People, Cooking Light, Good Housekeeping, Reader's Digest and Weight Watchers.

The online campaign will feature ad units that stream the two TV spots, as well as several different "push to talk" executions. This "push to talk" technology allows users to place humorous phone calls to friends and family with a prerecorded voice message encouraging them to shake up their mealtime routine.

The campaign took shape after the commodity group conducted research in 2004 that identified a target segment of the population, urban women 25-49 years old, who aspire to be better cooks, but lack inspiration and confidence. Many of them have children under 17 at home, and they don't often think about pork and how it can fit in their hectic, family-focused lives.

"Our campaign targets these busy individuals to change the way they view pork. We want to be a part of their everyday life, versus a special occasion meal," said Murphy.
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