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DES MOINES, Iowa -- The rapidly growing Hispanic market offers retailers great target marketing opportunities involving pork, said the National Pork Board based here.
The 2004 results of the board's three-year-old El Cerdo Es Bueno -- Pork is Good -- program, were robust, according to Karen Boillot, director of retail marketing for the Pork Board. "For many in this target audience, pork is a natural fit," Boillot said. "Our research shows the Hispanic consumer is predisposed to eating pork and considers it the most delicious protein."
Boillot said pork is a main ingredient in many traditional recipes. "For all of these reasons, it makes sense for the National Pork Board to target the Hispanic population with pork messages, and for retailers to try to influence their purchasing behaviors too."
The National Pork Board ongoing campaign incorporates Spanish-language radio, television, print, public relations, and retail marketing. Boillot said the retail programs have "been successful in helping to reach this target audience."
Last year, bilingual programs were initiated with 14 retailers across the nation. A total of nearly 25 million pounds of fresh pork was moved during the promotions, with 6.3 million of those pounds being incremental movement.
"Combined, the Hispanic retail programs registered a 34 percent increase in fresh pork movement compared to 2003," explained Boillot. "This data and the success of these programs illustrate the unique opportunity retailers have to reach and market pork to this growing target audience."
The television component was added in 2004. "For two years, we targeted Hispanic women in five geographical locations with a combination of traditional advertising outlets," said Boillot. "In 2004, we increased our reach by adding limited Spanish-language television campaign to the mix. The result: the highest awareness among our target audience of the El Cerdo Es Bueno campaign."
In post campaign research, results showed 45 percent of Spanish-dominant women in the targeted areas were able to recall, unaided, the pork TV campaign; and they cited awareness of the slogan El Cerdo Es Bueno.
The TV campaign also appears to have moved the needle on several other measures set forth by the board, including consumption, favorability, and perceptions toward pork, notes.
"Overall, the TV campaign increased our reach, helped build awareness for pork, and educated Hispanic consumers on safety and quality of U.S. pork, while influencing buying and consumption behaviors," said Boillot.