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DES MOINES, Iowa - On Feb. 18, 2007, a 15-day festival commences marking the beginning of the Chinese year 4705, and with it comes the celebration of the Year of the Pig. In honor of this year's Chinese animal zodiac, the National Pork Board (NPB) here is collaborating with La Choy in a national campaign to promote fresh pork and La Choy sauces and products.
"The Year of the Pig only comes around once every 12 years, so we really wanted to take advantage of this event," says Karen Boillot, NPB's director of retail marketing. "This promotion makes sense because fresh pork works so well in combination with many Asian flavors. And partnering with a major brand like La Choy brings great strength to the program. Plus, it's just a lot of fun and something consumers will gravitate toward."
For the National Pork Board and La Choy, the Year of the Pig means a great opportunity to team up to promote their products at the retail level and through media outlets.
The cornerstone of the national campaign is a satellite media tour, including TV and radio stations across the country, in February. The tour will feature Corinne Trang, a well-known cookbook author and expert on Asian culture. She plans to help consumers enjoy a Chinese New Year celebration in their own homes, with easy Asian meal tips and recipes, including Teriyaki Pork Lettuce Wraps and Pork and Vegetable Stir-Fry. Consumers will also see an on-pack recipe for Teriyaki Pork Lettuce Wraps on heads of lettuce throughout targeted retail accounts.
National components also include a Sunday newspaper insert featuring a recipe and coupon, and a 'Chinese Favorites' recipe book to be merchandised at the checkout in store. Targeted retailers will receive in-store materials to help generate awareness of the promotion. In-store materials include tearpad recipes with a $1 off fresh pork coupon and meat case cards to bring awareness of the promotion to consumers.