In cooking, inspiration matters. That’s why the Pork Checkoff’s 2013 advertising mix offers an array of deliciously simple ideas to start something good.
“2013 opens an exciting new chapter for Pork Be inspired,” says Laurie Bever, director of consumer advertising for the pork checkoff, who noted that the national advertising plan launched Feb. 4, with online advertising on Facebook, the Food Network, AllRecipes.com, WeightWatchers.com, ABC.com, NBC.com and other leading Web sites.
“The checkoff’s current video ad banner encourages viewers to put a fresh spin on their favorite dishes with tender, juicy pork, from Vietnamese Noodle Bowls to Slow Cooker Hawaiian-Style Ribs,” Bever says.
Print advertising, which kicked off this month, remains a key part of the pork checkoff’s targeted marketing mix.
“Even in the digital age, magazines continue to have a strong reach,” Bever says. “People view magazines as trusted friends and enjoy spending time with them to get ideas and inspiration.”
Not only are established magazines thriving, such as Better Homes & Gardens with eight million readers, but new publications, such as HGTV Magazine, are entering the market. For 2013, the pork checkoff has refreshed its print advertising based on consumer feedback.
“People told us that they love our food photography but prefer to see our information and recipes on one page, instead of having the ad on one page and the recipe on the opposite page as in the past,” Bever says.
Print advertising will again incorporate QR codes to encourage people to visit the new Pork Social online community. “Readers can scan the codes with their cell phones to link directly to Pork Social and www.porkbeinspired.com where loyal pork fans can share recipes, photos and more,” Bever says.
TV Ads to Debut in May
Cooking with pork becomes a delicious experience with the checkoff’s new 15-second and 30-second cable television commercials, which will debut nationwide in May.
“TV commercials are impactful, with people seeing and hearing the message,” Bever says, adding that the “Sounds of Inspiration” ads will run two to three weeks prior to Memorial Day, the 4th of July and Labor Day, as well as in October.
“Online, print and TV ads work together to keep pork top of mind with consumers,” Bever adds. “The most effective marketing mix is diverse and allows people to hear and see our advertising in multiple places as they go about their everyday lives.”
For more information, contact Laurie Bever at LBever@pork.org or at (515) 223-2629.
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