The National Pork Board is a program that promotes pork as a food product, conducts research, and provides consumer information across the United States of America. I was initially hired as a brand strategy advisor to the Director of Human Nutrition who I collaborated with to develop consumer and professional propositions for communicating the health benefits
of pork. This led to the creation of a national advertising and engagement campaign under the "Surprisingly Pork" banner (and so much more!). 

 

An integral part of the strategy was US health professional engagement - a key access point to consumer dietary decisions.
I created the brand strategy, naming, launch and acquisition strategy for Pork & Partners. The programme was built around key audience insights and the requirements of this specific audience - with the intention of creating a professional and welcoming community. Truly represented in our trademarked positioning "Friend to all foods".