|Project:||Grill it Like a Steak™ Campaign|
|Client:||National Pork Board|
How do you effectively communicate new names for fresh pork cuts to consumers? As part of an effort by the National Pork Board and other meat industry partners, fresh pork and beef names were updated to reduce consumer confusion at the meat case. As a result, 14 cuts of fresh pork were renamed, including four pork chops.
Pork Loin Chop =
Pork Porterhouse Chop
Pork Rib Chop (Bone-In) =
Pork Ribeye Bone-In Chop
Pork Rib Chop (Boneless) =
Pork Ribeye Boneless Chop
Pork Top Loin Chop =
Pork New York Chop
Midan worked with the client to develop a campaign to promote the new names, making
it easier for consumers to identify and prepare their favorite fresh pork cuts. The new names
give shoppers an immediate point of reference by associating pork cuts with more familiar beef cuts.
Considering that consumers are more likely
to purchase a cut of meat if they know how to prepare it, the “Grill it like a Steak” campaign
Full point-of-sale materials were developed to promote the campaign, including a series of six different meat case signs and five static clings,
each featuring a different grill-friendly pork cut, and an on-pack label showing mixed pork. Digital components included website banner ads, social media posts and headlines and photography for
The response by retail partners was overwhelming. More than 5,000 stores across
the country ordered the point-of-sale materials for use in their stores in 2013. Due to the tremendous success of ”Grill it like a Steak,” the client repeated the campaign the following year.