The National Pork Producers Council, Des Moines, on April 25 unveiled a new $26 million integrated marketing campaign to position "The other white meat'' as a viable solution to meal monotony. "The single greatest asset of pork is that we aren't chicken or beef,'' said council CEO Al Tank. To point out that difference, the new effort from Bozell, Chicago, features TV and print ads in which people confronted by the dilemma of what to eat are encouraged to choose option d: "Other''--in other words, pork. Promotions and a revamped Web site also support.
Copyright April 2000, Crain Communications Inc.