While traditional advertising often offers a broad message to reach consumers,
the Pork Checkoffs early 2010 eat lean for less advertisements are targeting
consumers who are actively seeking lean protein choices and affordable dinner
solutions.
While we typically begin our national advertising campaign in April, this year
we have placed a limited schedule through March in four magazines, on two Web
sites and one search engine, says Laurie Bever, director of consumer
advertising for the Pork Checkoff. We were able to jumpstart the schedule this
year due to some media efficiencies we achieved in 2009, and were targeting
media outlets where weve achieved good results before.
An ad touting porks lean qualities and great value is running in Cooking Light,
Fitness, Everyday with Rachael Ray and Weight Watchers magazines. Pork received
extra coverage in Weight Watchers magazine, which boasts a circulation of 1.3
million. The January/February 2010 issue included three pork recipes with
points values assigned to help readers eat the foods they like and still lose
weight.
The editorial coverage shows that pork is getting magazine editors attention,
says Bever, who notes that Weight Watchers developed the recipes for broiled ham
steak, pork shoulder stew and slow-cooked pork tenderloin. They view pork as a
good fit for their readers interests.
In addition, the Checkoffs Pork & Parmesan ad is featured in the Pork/Ham
section of the Weight Watchers Complete Food Companion, a 500+ page book
identifying point values and nutrition information for hundreds of foods.
All Weight Watchers members receive this companion guide, which is a new
product for us to advertise in, Bever says. This offers a very targeted
audience that is especially receptive to our eat lean message.
To reach an even wider audience, the Pork Checkoff is sponsoring display ads on
allrecipes.com and bhg.com (Better Homes & Gardens). Paid searches of lean,
healthy and value keyword categories are also in place on Google.com.
The paid keyword search is very cost effective and brings us qualified leads,
Bever says. It allows us to key in on consumers who are searching for
affordable, healthy mealtime
Source:
National Pork Board