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Dallas Hockman
- National Pork Producers Council |
| Farm-Scape for June 14, 2000 (Episode 450)
A Northwestern University study has identified "Pork-the Other White Meat" as one of the five most recognized contemporary advertising slogans.
The study, conducted by Northwestern's Department of Integrated Marketing Communications, looked at over 350 of the major advertising campaigns conducted over the past 25 years.
The top five included "Your in Good Hands with Allstate", "Please Don’t Squeeze the Charmin", "Snap, Crackle, Pop-Rice Krispies", "Wheaties-The Breakfast of Champions" and "Pork-The Other White Meat".
National Pork Producers Council Demand Enhancement Vice President Dallas Hockman says the other white meat campaign is not only the newest but also among lowest cost campaigns.
Clip-Dallas Hockman-National Pork Producers Council
It's only 13 years old.
At that point in time the reason it was put in place, we have to remember, was the fact of where pork had dropped to, the fact that it was not considered to be healthy to eat.
It was fatty.
It was looked upon as something that you may have ate only because of a price or cost issue.
It was not showing up in restaurants, especially in things like white table cloth.
It was not showing up favorably in press.
We have moved to the point now of being the number one featured item at the white table cloth restaurants last year.
Food and Wine Magazine called pork the meat of millennium.
We continuously see favorable press that shows up on that in repositioning.
Obviously our producers have done a fabulous job in creating a much leaner product so we have come a tremendous long way, one of which we think and Northwestern points out is one of the true examples of repositioning a product in the market place.
Hockman says the study shows how the check-off funded promotion has meant something to not only consumers but also to the retail trade and food service.
For Farm-Scape...I'm Bruce Cochrane. |
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| Keywords: trade, market, price |
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© Wonderworks Canada
2000 |
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