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Mar. 17, 2025 by Jennifer Shike, AgWeb.com The National Pork Board announced the tagline of its new pork campaign, "Taste what pork can do," before a crowd of pork producers at the National Pork Industry Forum on March 13. One message stood out to marketing advisory committee members Jennifer Tirey, Rob Brenneman and Gordon Spronk as they discussed the new tagline: I'm not the target. Likely, neither are you. Here's why that's good news. When Jennifer Tirey, executive director of the Illinois Pork Producers Association, first heard the final tagline, she admits it took her a minute. "I had to sit with it. I had to say it a couple times," Tirey says. "At first, I thought it was a little uneventful, that we were trying too hard. But as I thought about the consumer who is not in our lane every day, I was sold. Consumers need to hear this tagline the way it's presented because we know they are not thinking about our product like we are every day." This is Tirey's tenth year working for Illinois pork producers. Quite frankly, she says recent campaigns felt more like a rally of the home team. "What's different about this campaign is that it's looking beyond the pork producer that already loves our product," she says. "That's where I feel like we've not hit that home run in the past. A lot of outside perspective was brought in, which is important to play at that level we're hoping to play. Producers can have confidence that this campaign is being built around what consumers say they want about pork." Iowa pork producer Rob Brenneman wasn't sure what to think at first either. "The tagline isn't meant for pork producers, though. We produce the product and then we want somebody to eat it," Brenneman says. "We already know what it tastes like, and we don't need a tagline to eat it. But we have to draw the attention of millions and millions of people who have not experienced raising pigs or being in agriculture." Taste Leads the Way Brenneman stands behind the tagline because it emphasizes the most important thing he produces: tasty pork. Data shows taste and flavor matter to consumers of all ages. Gordon Spronk, a veterinarian with Pipestone, says he was pleased with the final choice. He values the hard work, research and data that the National Pork Board used in determining the final tagline. "Do you know what our agency did when they started the process of this campaign?" Spronk asks. "They had a barbecue. They came up with a number of things, and settled on "Taste what pork can do," because they actually tasted, cooked and ate the pork. I was like, 'OK, you got me there.'" To read the entire report click here. Tweet |
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