“Don’t Be Blah” A Bit Blas

from New York Times: After 18 years, the National Pork Board is taking “the other white meat” in another direction.
The organization, seeking to promote pork as a more contemporary choice at mealtime is tripling its advertising spending and playing down the theme it has used since 1987 of pork as “the other white meat.”
A multimedia campaign by the Richards Group in Dallas – hired last year to help increase pork consumption, particularly among urban women ages 25 to 49 – is instead declaring, “Don’t be blah.” The idea is to remind consumers that they have alternatives to the same old same old for dinner.

Steve Murphy, chief executive of the pork board, based in Des Moines, said the more aggressive strategy was adopted because research found what he called “barriers to demand growth” for pork.
Specifically, Mr. Murphy said, women in the target audience said they perceived pork as “grandma’s Sunday dinner” and believed it to be “more complicated to prepare than beef or poultry.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.