While traditional advertising often offers a broad message to reach consumers, the Pork Checkoff’s early 2010 “eat lean for less” advertisements are targeting consumers who are actively seeking lean protein choices and affordable dinner solutions.
“While we typically begin our national advertising campaign in April, this year we have placed a limited schedule through March in four magazines, on two Web sites and one search engine,” says Laurie Bever, director of consumer advertising for the Pork Checkoff. “We were able to jumpstart the schedule this year due to some media efficiencies we achieved in 2009, and we’re targeting media outlets where we’ve achieved good results before.”
An ad touting pork’s lean qualities and great value is running in Cooking Light, Fitness, Everyday with Rachael Ray and Weight Watchers magazines. Pork received extra coverage in Weight Watchers magazine, which boasts a circulation of 1.3 million. The January/February 2010 issue included three pork recipes with “points values” assigned to help readers eat the foods they like and still lose weight.
“The editorial coverage shows that pork is getting magazine editors’ attention,” says Bever, who notes that Weight Watchers developed the recipes for broiled ham steak, pork shoulder stew and slow-cooked pork tenderloin. “They view pork as a good fit for their readers’ interests.”
In addition, the Checkoff’s “Pork & Parmesan” ad is featured in the Pork/Ham section of the Weight Watchers Complete Food Companion, a 500+ page book identifying point values and nutrition information for hundreds of foods.
“All Weight Watchers members receive this companion guide, which is a new product for us to advertise in,” Bever says. “This offers a very targeted audience that is especially receptive to our ‘eat lean’ message.”
To reach an even wider audience, the Pork Checkoff is sponsoring display ads on allrecipes.com and bhg.com (Better Homes & Gardens). Paid searches of “lean,” “healthy” and “value” keyword categories are also in place on Google.com.
“The paid keyword search is very cost effective and brings us qualified leads,” Bever says. “It allows us to key in on consumers who are searching for affordable, healthy mealtime solutions, and direct them to the information they are searching for on TheOtherWhiteMeat.com.”
NPPA: Read all about it!
Nebraska Pork Producers Association partnered with the Nebraska Pork Board on placing advertisements throughout eastern Nebraska. Omaha subscribers to the popular women’s magazines, Good Housekeeping, Women’s Day and Redbook will be exposed to the National Pork Board’s latest ad touting the delicious benefits of consuming lean pork tenderloin. The new full-page, four-color ad will run in all three magazines during the month of May 2010. Circulation for the three magazines is a combined total of 44,883 subscribers! Funding for the project is a cooperative effort between the Nebraska Pork Producers Assocation and the National Pork Board.