1. P ORK T RIES N EW T AGLINE B EYOND “O THER W HITE M EAT ” “Be inspired” pitch aims to amp up consumption among pork eaters By: E.J. Schultz Published: March 04, 2011

2. ‘P ORK, B E INSPIRED ’ The national pork board’s new advertising campaign suggests that pork is ‘no longer afraid of chicken’. The board wants the 82 million Americans who regularly eat pork to eat more pork. Today, about 36% of home-made meat meals include pork, about the same percentage since 1990.

3. C AMPAIGNS Old Campaign: ‘Pork, the other white meat’Pork Chicken consumption grew 10% over 20 years, while pork consumption stayed level. New Campaign: Research has found that pork lovers want more than basic education, they want to be inspired. Pork requires no comparison to other meats New website: www.porkbeinspired.comwww.porkbeinspired.com

4. R ELATION T O C LASS Online Presence Viral marketing Reference Group Word-of-Mouth "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." Influencer D.J. Tanner

5. D ISCUSSION Raise your hand if you prefer pork over chicken? If you prefer pork over steak? Do you think that the pork board’s new slogan “be inspired” will encourage pork lovers to eat more pork? Do you think that food group advertisements (ie. “got milk”) make consumers want to buy more of that food? Are they more affective than individual company advertisement for food products? (ie. “eat mor chikin” or the foster farms chickens)

6. S OURCES http://adage.com/article/news/pork-tagline-white- meat/149242/ http://porkbeinspired.com/Index.aspx http://www.youtube.com/watch?v=T4R4bYzN0QA &feature=related