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DES MOINES, Iowa - The National Pork Board based here said it is poised to continue expanding its promotions in the booming Hispanic market throughout the United States, while developing programs to fit specific retailers' needs.
In May 2006, the NPB partnered with San Antonio, Texas-based Bromley Communications for its Hispanic marketing program, from which came the existing "El Cerdo es Bueno" tagline, which the organization says is one of the most recalled advertising elements on an unaided basis.
While the new campaign will continue, the brand position has shifted slightly to focus on Latina moms.
Targeted marketing, much like the strategy used with The Other White Meat/Don't Be Blah campaign, will factor heavily in the NPB's next round of Hispanic promotions. The top tier targeted geographies for its current Hispanic efforts include Dallas, Los Angeles and Miami. The campaign will use TV, direct mail and magazine advertising in relevant media starting this month and running through the end of the year.
Retailers can expect to see customized "El Cerdo es Bueno" programs continue as part of the marketing strategy from the NPB. "Programs that are developed to fit specific retailers' needs will continue to be our focus," said Karen Boillot of the NPB.
For more information on the National Pork Board's Hispanic retail platform, contact Karen Boillot, Director of Retail Marketing for the National Pork Board, at (515) 223-2787; or at KBoillot@pork.org.