by Christopher Null / March 4, 2005
OUT: “The other white meat” IN: “Don’t be blah”
The Other White Meat Banishes Blah With New Consumer Campaign
Don’t be blah.(TM) Brings Fresh Approach to Pork
DES MOINES, Iowa, March 4 /PRNewswire/ — With brand recognition that any marketer would envy, the National Pork Board today announced a new marketing campaign that builds on the success of Pork. The Other White Meat(R) to position pork as a contemporary mealtime option for busy families. The well- known tagline moves to brand status and Don’t be blah. becomes the new tagline, in a clever campaign that reminds people everyday meals don’t need to be boring.
The 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.
‘Pork. The Other White Meat, which repositioned the meat as a healthy protein source, has become synonymous with pork in the 17 years since it was introduced,’ said Steve Murphy, chief executive officer of the National Pork Board. ‘Don’t be blah. is our new rallying cry for pork. It’s the ultimate solution for dinner decision-makers to escape their recipe rut.’
Multi-Tiered Effort
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. The integrated effort will feature print, radio, television and online advertising as well as supermarket and food service programs and public relations.
Reaching the Cook
In 2004, the National Pork Board 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.
“Our campaign targets these busy individuals to change the way they view pork. We want to be a part of their everyday life, versus a special occasion meal,” said Murphy.
Don’t be blah.
Each Don’t be blah. element is different in execution yet linked together by the unexpected and humorous take on everyday life. The executions for this campaign are anything but blah.
Two :30 second television spots kicked off the campaign airing on Oscar night (February 27) in the six test markets. People can see them in Wal-Mart Supercenters throughout the country and on TheOtherWhiteMeat.com.
The first dramatic spot, “Forbidden Love” tells of a love story between Pork Loin and Apricot – and the Lord Chicken Breast who forbids the romance. “Destiny on the High Sea,” the second television spot, spoofs a familiar boat story. Captain Pork Cutlet and Ginger, a ginger root, star in this dramatic twist of fortune.
The national umbrella for the Don’t be blah. launch includes the aforementioned TV spots, an online campaign, and a variety of print ads. The print ads will appear in leading consumer magazines such as People, Cooking Light, Good Housekeeping, Reader’s Digest and Weight Watchers. “In Memoriam” notes the passing of Ethelda Shelton’s long-lived tuna chow mein casserole. “Dinner Contract” provides a form for mothers to pledge new meal options featuring The Other White Meat in exchange for better table manners.
The online campaign will feature ad units that stream the two TV spots, as well as several different “push to talk” executions. This “push to talk” technology allows users to place humorous phone calls to friends and family with a prerecorded voice message encouraging them to shake up their mealtime routine.
TheOtherWhiteMeat.com also has a revamped look to match the Don’t be blah. campaign’s fun, unexpected attitude. The site links all the campaign elements together in a unique, tabloid-esque approach.
In the six test markets, the Don’t be blah. campaign will have a strong radio presence. The four: 60 second spots include such fictitious scenarios as an emergency caller with unexpected in-laws coming for dinner and a funeral director eulogizing a mother’s macaroni chicken pie and meatloaf salad.
Dallas-based The Richards Group is the branding agency taking The Other White Meat to this bold, new level.
Pork Checkoff
The mission of the National Pork Board is to generate added value to the U.S. Pork production industry by creating and executing forward-looking promotion, research and consumer information programs based on principles reflecting its investors commitment to quality, innovation and stewardship.
