Brand
National Pork Board

The Brief
With multicultural consumers accounting for nearly all U.S. population growth over the past two decades, the National Pork Board set out to grow fresh pork demand among African American households, a high-consumption segment with significant untapped opportunity.

Campaign
Don't Miss the Flavor targeted African American Millennials and Gen Z by celebrating pork's deep connection to soul food traditions while highlighting its nutritional value. The initiative aimed to close the gap between processed and fresh pork consumption, encouraging consumers to explore fresh cuts as the centerpiece of family meals. Activations were concentrated across the top 10 African American pork-consuming markets, including New York, Atlanta, Dallas, Chicago, and Houston.

Influencer Campaign
To increase awareness of Don't Miss the Flavor and spread the word about the benefits of fresh pork, I was tasked with launching a full influencer campaign. Working in partnership with an agency that managed influencer communications, I led the strategy, planning, wrote the creative briefs, and owned reporting and optimizations.

Social Platforms
Facebook, Instagram, TikTok, YouTube

ROI

• Multicultural consumers account for 97% of U.S. population growth over the past 20 years, making this a critical growth audience for the pork industry

• The campaign drove consumers to purchase fresh pork directly through online retailers

• Activations reached the top 10 African American markets nationwide

Behind the Results
Close, consistent communication with every affiliate, including regular check-ins to track progress and keep momentum high, was the key driver behind these results.