| Farm-Scape for June 27, 2000 (Episode 459)
The US based National Pork Producers Council expects a refocusing of it's 'Pork-The Other White Meat' advertising and promotion campaign to bring new excitement to eating pork.
Since it's introduction 13 years ago 'Pork-The other White Meat' has become an internationally recognized slogan.
NPPC Demand Enhancement Vice President Dallas Hockman says, when the slogan was first introduced, the main focus was on the 'white meat' part of the message in an effort to convey the nutritional aspect of the product.
He says, now, the focus has shifted to the first two words of the slogan, 'The Other'.
Clip-Dallas Hockman-National Pork Producers Council
Ultimately what we're faced with today is people are looking for something different, what we refer to as 'chicken fatigue' and 'burger boredom', the 'mealtime monotony'.
We're going after that with a vengeance that says 'look, we are not chicken and we are not beef and we're very proud of it.'
Pork has got a lot of variety in taste.
The number one reason that pork is added on the menus across casual dining and fast food, from the bacon perspective, is one simple thing...taste.
It adds flavor to it and so we want to take advantage of those things that we're noted for so 'The Other' campaign is really going at the different.
It shouldn't surprise us.
Almost every other product that we see out there today is going at a lifestyle.
I don't care where it's the automobiles, soda pop, tennis shoes, what ever.
It's about a lifestyle that people are doing and that's what we're going after, of how we fit into those lifestyle because the variety of products and amount of new products that goes at the heart of convenience and, most importantly, when people eat out today they're wanting something different.
Hockman says the new campaign will really hammer on 'The Other' as it focuses on the fact that pork is different and the industry is proud of it.
He says consumers will see 'The Other' appearing on a wide variety of new products.
For Farm-Scape...I'm Bruce Cochrane. |