The Nationwide Pork Board creates transformational second to radically reposition itself in home market
31 March 2025
5 minute learn
The US Nationwide Pork Board (NPB) has launched an formidable new home advertising and marketing marketing campaign aimed toward strengthening shopper demand and reshaping the notion of pork within the US market.
Dr. David Newman, Senior Vice President of Market Progress on the Nationwide Pork Board, has been on the forefront of this transformation. He spoke to The Pig Web site’s Sarah Mikesell shortly after the Nationwide Pork Business Discussion board, which was held in Orlando, Florida, USA.
“For the final 25 to 35 years, we’ve had great export development on this nation. Nonetheless, with the challenges domestically on the manufacturing facet over the past 5 years, our producers and board of administrators have prioritized that very same kind of emphasis on the home market,” stated Newman. “We did segmentation analysis to essentially higher perceive who our shopper is and what drives them, and that led us to this resolution about launching a brand new home advertising and marketing marketing campaign.”
Shift in focus
The pork {industry}’s renewed home focus isn’t just about adapting to altering market situations; it’s about capitalizing on a large alternative. Yearly, People eat round 20 billion kilos of pork domestically, in comparison with roughly 8 billion kilos exported internationally. Regardless of this, home advertising and marketing has not acquired the identical stage of consideration as exports—till now.
A significant driver behind this shift is complete shopper analysis carried out by the NPB.
“Whenever you do the patron segmentation work – it’s a really strong analysis course of that we went via – it actually helps us establish the who, when, what, the place targets that we take into consideration for our future shopper,” stated Dr. Newman. “In the end, that’s what led us to creating this resolution to launch, however extra importantly, to strategically deal with who that shopper is, and the way we will drive demand throughout the segments.”
This data-driven strategy permits the {industry} to make sure that advertising and marketing efforts are efficient, environment friendly and impactful.
An information-driven technique
The Nationwide Pork Board’s shopper analysis revealed key insights that formed the brand new advertising and marketing technique. One of many standout findings is that youthful generations—Millennials and Gen Z—are essential to the way forward for pork consumption. These teams prioritize style, taste, versatility and comfort, which turned the inspiration for the brand new marketing campaign.
The brand new marketing campaign’s tagline, “Style What Pork Can Do.” is described by Dr. Newman as “an unapologetic rally cry for our producers that was constructed on shopper information. It resonates very nicely with Gen Z and Millennials, the individuals we try to place this product to.”
Not like earlier advertising and marketing efforts—most notably the traditional “The Different White Meat” marketing campaign—this initiative is constructed on a extra nuanced understanding of shopper habits.
“This can be a totally different reposition constructed on information. Now we have by no means executed a shopper segmentation this strong,” Newman famous. “And there’s a very intentional course of right here to consider each processed and recent pork within the technique.”
Business-wide collaboration
The success of the marketing campaign depends upon a unified effort throughout the pork {industry}. Producers, state pork associations, packer processors and retailers are all integral to its implementation. Newman describes the technique as making a “halo impact,” guaranteeing that each section of the worth chain contributes to rising home demand.
“What we do on the Nationwide Pork Board represents 60,000 pig farmers,” stated Newman. “To create shopper product pull-through within the market, we’ve started working with the worth chain. Meaning working with packer processors, retailers, and meals service corporations, and interesting one-on-one with customers.”
State pork associations may even play an important function, performing because the “boots on the bottom” to facilitate state-level activations and assist the nationwide marketing campaign.
“Now we have 42 state pork associations, typically in states with loads of pigs however not lots of people. They guarantee our technique reaches key retail and market areas,” Newman defined.
Shift to digital strategy
A significant departure from previous advertising and marketing efforts is the marketing campaign’s emphasis on digital media. Newman famous that shopper habits have shifted, necessitating a extra fashionable strategy.
“That is going to be a principally digital marketing campaign as a result of that’s how the longer term shopper works—off of this factor proper right here,” he stated, referring to a smartphone.
Whereas digital media would be the main avenue, the marketing campaign may even embrace retail retailer activations, print supplies and in-market collaborations. Understanding shopper habits and strategically concentrating on key markets will make the marketing campaign extra environment friendly.
“Eighty % of pork consumption on this nation is finished in lower than 20 states,” stated Newman. “Very giant markets like California, Texas, Florida and New York account for one-third of all US pork consumption. We at all times say, ‘you’ve obtained to fish the place the fish are.’”
The Highway Forward
After two years of analysis and strategic improvement, the marketing campaign is ready for a full-scale launch in Could 2025. A gentle launch befell on the Nationwide Pork Business Discussion board, the place producers have been launched to the model technique and tagline.
“Now it’s activation time. It’s time to introduce this to the broader world,” Newman stated enthusiastically.
At its core, the initiative goals to drive shopper engagement and reposition pork as a flexible, flavorful and handy protein alternative.
“Customers do like our product. It’s about positioning it in a method that we will have a good time it past particular events—transferring into on a regular basis meals,” Newman said.
The Backside Line
For the Nationwide Pork Board and the pork {industry} at giant, the brand new marketing campaign represents greater than only a advertising and marketing initiative; it’s a transformational shift in how pork is perceived and consumed within the US. By leveraging cutting-edge shopper analysis, digital advertising and marketing methods, and industry-wide collaboration, the marketing campaign goals to safe pork’s place on extra American dinner tables.
“On the finish of the day, that is actually easy,” Newman concluded. “It’s about getting extra individuals to eat extra pork. It is actually a easy idea; it is simply very tough to get there, to vary the thoughts of customers. However we’re prepared for it, and we’re excited to go after it.”
