Last month the National Pork Board launched a new marketing campaign designed to heighten consumer awareness of the versatility of pork on the grill and increase demand for pork during the barbecue season.
Ceci Snyder, the Vice President of Consumer Marketing with the National Pork Board, told those on hand yesterday for World Pork Expo, the “Talking Grill’ campaign targets the creative cook, consumers who enjoy cooking, who love pork and like meat in general and like to cook for family and friends.
The campaign is a fun effort to show consumers here in the U.S. how to enjoy pork on the grill. Our consumer call to action, our main headline for consumers is “Grill for It” meaning to be very positive, action oriented, to buy pork and have some fun on the grill.
The campaign is a little nit different from past work. We are actually featuring two spokes-grills. They are literally grills that do the talking and tell consumers how to cook pork and their level of pork on the grill.
The messages are about pork’s versatility and the fun that you can have with pork. We have a variety, in fact eight different recipes throughout the summer, everything from country style ribs to pork burgers, ground pork, we have a porterhouse chop with an Asian spice rub on it so there’s a real versatility in all of the recipes.
We’ll be talking those recipes throughout the summer, how to connect them to fun and family. We have a whole Spanish language effort tied into that. It’s all about celebrating that level of pork throughout the whole season. ~ Ceci Snyder – National Pork Board
Snyder notes the campaign was launched May 9 and runs through Labor Day.
She says anyone interested can view the Talking Grill videos and check out the variety of pork recipes by visiting porkbeinspired.com or any of the popular social media websites.
