Multicultural Theme Taken in Pork Checkoff Marketing Campaign

Consumer demand for pork remains very strong. To continue that trend – plans are coming together for the third and fourth quarter. Pork Checkoff vice president of domestic marketing Ceci Snyder says a multicultural marketing campaign is being planned…

“Our theme is ‘Go Global’ because we know that Americans today live in a melting pot and see pork as an ingredient. Our third quarter ad was a thai noodle bowl so that was our nod to the diversity in the US. We used to have a Spanish campaign in the US but we know now that consumer moves in and out of English and Spanish so much that we need to blend our marketing to reflect that.”

The Pork Checkoff has targeted the Hispanic market previously. With the new campaign – the African American audience will also be part of the plan…

“That will have a health angle to it. They have some serious misconceptions about our product; that it leads to high blood pressure and other things. We are going to turn that opinion around.”

 

 


A native of the Texas Panhandle, Rhonda was born and raised on a cotton farm where she saw cotton farming evolve from ditch irrigation to center pivot irrigation and harvest trailers to modules. After graduating from Texas Tech University, she got her start in radio with KGNC News Talk 710 in Amarillo, Texas.