Rebranding the Pig

by Kim Taylor

We all know pork as “the other white meat” … the hugely successful ad campaign from the 80s still resonates today.  But, not enough I guess for consumers who apparently still fumble when trying to decipher the pork chop from the butt.  I’ll admit, when I’m selecting pork chops, it comes down to two things:  bone or no bone.

If the National Pork Board (yes; it’s is a real thing) has its way, the pig will take a page out of the cow’s book leaving consumers with a whole new menu of choices using an already familiar nomenclature—Pork Loin Chops become Pork Porterhouse Chops and Pork Top Loin Chops become Pork New York Chops, and so on.

The Pork Board has done its research and is providing retailers with a whole range of tools to encourage success including a labeling system that takes it one step further by telling the consumer the best way to cook their particular cut of meat—another nod to the beef industry—after all, who doesn’t know the best way to cook a filet?

Only time will tell whether this naming campaign is a success, but for now there’s only one thing left to say … that’ll do pig, that’ll do.

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