National Pork Board building its Real Pork brand
The National Pork Board continues to build its Real Pork brand.
CEO Bill Even tells Brownfield NPB conducted a lot of proprietary consumer research in 2021 to help them identify potential barriers.
“And then we started to build around answering those questions. The old adage of listen, learn, and lead, that’s exactly what we did here.”
The Pork Board responded with a myth busting video series hosted by Modern Family star Eric Stonestreet, who grew up on a pig farm in Kansas.
“By taking a very known I would say consumer-public icon that’s known in the urban market, and having him actually demystify some of the things that we do on the farm with a bit of humor was exactly the way to meet the consumers where they were at.”
Even says the videos reached 16 million consumers, and National Pork Board directors decided to allocate more than $12 million over the next five years to ramp up Real Pork messaging.