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In the third year of what it calls the "Don't Be Blah" advertising campaign, the National Pork Board (NPB) is taking a fresh approach, literally. The newly released national campaign is featuring fresh pork in an integrated print and online strategy.
“Consumers are accustomed to seeing natural and even raw ingredients due to the increase in cooking shows,” notes Joy Johnson, NPB’s v.p. “This approach of showing visuals of fresh cuts of pork allows consumers to open their imagination to the endless possibilities of pork.”
The Pork Board introduced the Don’t Be Blah campaign in 2005. Earlier this year, NPB said that after 33 months of running the campaign, figures show that for every $1 pork producers invested in the program, they received a return of $2.23.
The overall campaign continues to target “wannabe better cooks” 25 to 49 years old, with the idea that The Other White Meat inspires individuals to make meals more exciting.
The 2008 campaign begins this month, and runs through the end of the year.