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Des Moines, Iowa -- To roll out its Don't Be Blah campaign for 2006, the National Pork Board (NPB) based here targeted retailers in key markets with a Kitchen Makeover program. Consumers in three markets -- Philadelphia, Atlanta and Chicago -- were offered the opportunity to sign up in-store for a complete kitchen makeover.
"Our goal was to offer a high-value prize to customers in these markets while helping them see The Other White Meat in a 'made-over' light," said Karen Boillot, NPB's retail marketing director. "We included recipes for quick, interesting meals and photos of finished dishes to help consumers visualize the results."
Winners of the Kitchen Makeover program were offered a new KitchenAid Superba refrigerator, a professional pantry remodel, four hours of maid service and a $500 grocery gift card from the participating retailer in each market, said Boillot. Results from the month-long promotion topped over 4.33 million pounds of fresh pork sales during March, representing a 31 percent increase over the same time period, she noted.