Tender Choice Packs a ‘Protein Punch’

Cargill’s Tender Choice brand is helping consumers stick to their New Year’s diet resolutions with its “Protein Punch” promotion, featured in retail grocery locations nationwide through Feb. 15.

The promotion encourages pork consumers to visit www.Porkivore.com to build a personalized protein plan that provides recipes based on flavor profile preferences, as well as humorous exercise recommendations based on the consumer’s identified areas of bodily focus, such as “Tenderloin Tuck Crunches,” “Rib-raiser Lat Lifts” and “Tone-Your-Pork-Butt Leg Curls.”

Consumers also can enter to win one of five one-year memberships to a gym or workout center of the winners’ choice.

“Many consumers focus on their eating habits and improving their overall lifestyle in the new year, and we want to highlight that they can continue to enjoy our Tender Choice pork products, because they are not only tender, juicy and flavorful, but also packed with a beneficial protein punch,” said Matt Novitzke, brand manager for Tender Choice pork. “Working closely with our retail partners on this promotion will help inform shoppers on the versatility and advantages of pork for their resolution regimens.”

Point-of-sale materials are provided for retailers to display in their meat cases to draw consumers’ attention, including case headers, mini t-stand posters, large posters and consumer “take one” brochures featuring recipes and a $2-off coupon.

The promotion follows the summer 2013 campaign that introduced the “porkivore” thematic concept and compelled consumers to “unleash your inner porkivore,” and last fall’s football-focused “porkivore game face” effort.