With football season in full swing, Cargill’s new Tender Choice campaign is asking consumers to put on their “Porkivore Game Face” and make pork a part of their gridiron rituals, tailgating and game-watching party meals.
Running through Nov. 6, the campaign provides several in-store point-of-sale materials for retailers to display in their meat cases to draw consumers’ attention, including case headers, mini t-stand posters, large posters, rail talkers and “take one” brochures featuring recipes and a $2-off coupon.
“Football season – America’s most popular sports season – is here, and as consumers watch their favorite teams, they can enjoy our Tender Choice pork products, which provide a great eating experience every time because they are tender, juicy and flavorful,” said Matt Novitzke, brand manager for Tender Choice pork. “With this promotion, we’re collaborating closely with our retail partners to educate shoppers on the versatility of pork for their game-day entertaining, whether it’s tailgating at the stadium or hosting a watch party at home.”
Additionally, consumers can visit www.porkivore.com to select winners in a recipe bracket-style face-off and enter to win an ultimate game-day prize package, which includes a 55-inch HD television and a $200 gift card to the retailer of the winner’s choice. Second-prize winners will receive a Tender Choice e-recipe book.
On the Tender Choice Facebook page, consumers are encouraged to vote for their favorite recipes to determine which two advance to the championship round. The dueling personalities of Brock T. Porkivore and Laura “PorkLove” White will also face off with competitive, engaging banter on football, pork recipes and other topics during the promotion via their own Facebook pages.
The promotion follows last spring’s campaign that introduced the “porkivore” thematic concept and compelled consumers to “unleash your inner porkivore.”
Founded in 1865, Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. The company employs 140,000 people in 65 countries.