A complete repositioning of pork for consumers

As part of a major change in strategy for the National Pork Board I was brought onto the team to help lead the repositioning of pork in the US. Shifting away from previous campaign messaging and brand positioning. The scope was to work in close collaboration as a brand consultant on the client side, alongside marketing, demand generation, export and channel specialists (employees of NPB) and to help appoint a creative agency to bring the strategy to life. 

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For the first time in the history of Pork flavour was brought to the forefront with both fresh and processed forming part of the positioning and activation. "Taste What Pork Can Do" is the new tagline for a major U.S. marketing campaign by the National Pork Board. The campaign aims to showcase pork's rich flavor, versatility, balanced nutrition, and convenience to younger consumers, encouraging them to enjoy pork in everyday meals. 

Masterbrand Architecture  |  Brand Strategy  |  Repositioning  |  Activation Campaigns