Five out of 5 pigs object to the National Pork Board's new slogan: 'Pork: Be inspired'
We love pigs -- for petting, not for eating. But not everyone shares our high opinion of the humble pig -- certainly not the National Pork Board, which recently announced a new marketing campaign for pork. The pork board is moving beyond its "other white meat" campaign with a new slogan: "Pork: Be inspired." The Times' business blog Money & Co. reports:
The Des Moines-based industry group, which unveiled that tasty little morsel Friday, is getting ready to throw some hefty cash behind its marketing makeover -- to the tune of more than $11 million for an advertising campaign that will include print, TV and online ads.
"Moving from a functional to a more emotional positioning, the campaign voice is proud, energetic, approachable and unapologetically optimistic about the unique attributes of the world's most popular protein," reads a news release announcing the new slogan.
"Our research shows that pork's top consumers are looking for more than basic education; they're looking for inspiration," Ceci Snyder, vice president of marketing for the pork board, said in a statement. "With its great taste and versatility, pork is the ideal catalyst to inspire great meals."
We suspect we're not alone in thinking that pigs have a lot more going for them than the ability to inspire hungry people with their flesh -- their often untapped talents include sitting on command (and looking darn cute doing it), performing impressive feats of agility, playing with dogs and synchronized ear-twitching. Plus, these interesting animals are smarter than many people give them credit for; a 2009 study showed that pigs were able to learn how mirrors work and use the reflected images they saw in them to investigate their surroundings and find food.
-- Lindsay Barnett
Photo: Pigs in an enclosure at the Internationale Gruene Woche (International Green Week) agriculture and food fair in Berlin on Jan. 20. Credit: Thomas Peter / Reuters