National Pork Board Selects Schafer Condon as Agency of Record

Seeking New Ideas, Marketer Considers Scrapping Longtime Tagline, the 'Other White Meat'

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CHICAGO (AdAge.com) -- Pork might not be advertised as "the other white meat" for much longer.

The National Pork Board's 'the other white meat' tag dates back to the late 1980s.
The National Pork Board's 'the other white meat' tag dates back to the late 1980s.
The National Pork Board today named Chicago independent Schafer Condon Carter as its new agency of record, following a review, and the marketer said its long-running tagline is among many aspects of its marketing that it being re-evaluated.

The account had been with another independent agency, the Richards Group, since 2004. And the "other white meat" tag dates back to the late 1980s. The marketer also announced that it has shifted its media account, also previously at Richards, to Publicis' Spark.

The consortium of pork producers spends about $11 million a year on measured media. Most of that winds up in magazines in an attempt to reach women in the 25- to 49-year-old age bracket, although Ceci Snyder, VP-domestic marketing for the National Pork Board, said that both the target and the media mix are under review as well.

"It's all on the table," she said. "We're looking for some new ideas." In volume terms, pork sales rose during 2009, but they declined in dollar terms and have been largely flat in recent years, Ms. Snyder said.

The H1N1 virus, which was initially called "swine flu," hasn't helped either.

Schafer prevailed out of a review field that initially included 13 agencies. The Chicago shop's client roster includes the likes of Buffets Inc., Solo, Armour-Eckrich, Bunn and Brunswick. It made a splash last year when it sold a children's beverage brand called Hogwash, which it developed internally, to a group of Pepsi bottlers.