The Other White Meat Banishes Blah With New Consumer Campaign
 With brand recognition that any marketer would envy, the National Pork Board in February 2005 announced a new marketing campaign that builds on the success of Pork. The Other White Meat® to position pork as a contemporary mealtime option for busy families.
In the new campaign, the well-known tagline moves to brand status and Don’t be blah. becomes the new tagline. The clever campaign pokes fun at the “same old” recipe rotation featured nightly on so many American dinner tables, while enticing television, radio, print and online audiences with anything-but-boring pork meals.
The National Pork Board in 2004 conducted research that identified a segment of the population who aspire to be better cooks, but lack inspiration and confidence. According to the findings, this group of urban women 25-49 years old, many with children under 17 at home, doesn’t often think about pork and how it fits within their hectic, family-focused lives. Don’t be blah. was launched to consumers on February 27, 2005, in conjunction with Oscar night. The integrated campaign features print, radio, television and online advertising executions.
Don’t be blah. is a national campaign with heavy-up testing in six diverse markets across the country: Chicago, Dallas, Atlanta, Denver, Philadelphia and Sacramento.
Dallas-based The Richards Group is the branding agency taking The Other White Meat to this bold, new level.
In 1987, with the support of America’s pork producers, the National Pork Board launched the Pork. The Other White Meat campaign to help turn around a declining demand for pork. Prior to this campaign, U.S. pork consumption had been on a long-term decline and poultry’s popularity was on the rise, as nutritional benefits and versatility became increasingly desirable to consumers.
Source: The National Pork Board
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