The Pork Checkoff is serving up a new “eat lean for less” message for consumers who have ditched their New Year’s resolutions and are finding it difficult to stick with a new, healthy regime.
“In Domestic Marketing, we’ve divided 2010 into five distinct marketing promotions, and we’re promoting the ‘eat lean for less’ theme through February,” says Pamela Johnson, director of consumer communications for the Pork Checkoff. “We’re reminding people that lean, versatile pork is not only perfect for the waistline, but it’s good for the wallet, too.”
The Pork Checkoff is integrating the “eat lean for less” theme through the Pork Information Bureau public relations program, pork retail promotions and advertising. The budget-and-health message is appearing in advertisements online, including Allrecipes.com and WeightWatchers.com, along with print ads in national magazines ranging from Cooking Light to Every Day with Rachael Ray.
In addition, the Pork Information Bureau has added a special “Eat Lean for Less” section at TheOtherWhiteMeat.com and is offering a free recipe brochure online that includes a plethora of healthy, affordable, flavorful pork recipes. The options, which include Spanish-Style Pork Tenderloin, Pork Chili Express, Mustard-Herb Crusted Pork Loin Roast, Pork Cordon Bleu Sandwich and more, are designed to keep consumers smiling from the check-out counter to the kitchen counter.
“We worked with a recipe developer to create pork recipes with five ingredients or less with under 10 grams of fat that can be prepared in 30 minutes or less,” says Johnson, who notes that six of the most common cuts of pork are 16 percent leaner and contain 27 percent less saturated fat than they did 19 years ago. “These recipes also showcase pork’s value and versatility.”
At the retail level, retailers are using point-of-sale materials, including meat case signs, posters, and the brochures to reinforce the “eat lean for less” messages conveyed in the PIB materials, pork ads and more.
“Integrating our marketing message throughout all these channels helps us connect with consumers wherever they are,” says Johnson, who adds that the Pork Checkoff has distributed an Internet press kit to the media to spread the word. “It also stretches the Pork Checkoff investment and strengthens our consumer voice for pork.”