National Pork Board Consumer Marketing

Summer 2016: What Would The Grill Say?

Marketing Strategy• Business Objective: Increase pork’s share of consumer

meat expenditures by 0.2 percent

– 19% budget reduction

• Brand Promise: Grilling pork gives you so many ways to create new and inspiring dishes that are fun to cook and taste amazing.

• Campaign Promise: There is nothing better, or more fun, than pork on the grill.

• Seasonal Approach: Pork will bring the grill to life this season with flavorful recipes that inspire creativity. The Grill and his neighbor will do the talking and share what really gets them cooking – pork!

Pork Board’s Consumer Target

“Creative Cooks”

• About 1/3 of US households

• Enjoy cooking, entertaining, creativity in kitchen, family important

• Representative of U.S. population, except at highest pork levels less likely to be Caucasian

Summer Campaign: Grill For It!

• May 9 to Labor Day• Integrated campaign based on what

grills would say about their love of pork• Two grills serve as our spokespeople• Advertising, public relations, social

media, multicultural, state marketing • Voices of the grills come to life in

online videos and radio• Celebrate summer occasions

(July 4th, road trips, backyard BBQ)• Online videos are fastest growing

ad medium• 91% of marketers plan to maintain or

increase video spend (source: ANA)

The Grill and his

neighbor, Gloria

Meet Our Grills“The Grill” is an outgoing guy

who’s up for anything. He loves food and cooking, loves hanging out with his favorite neighbor, and is

always part of the fun. When it comes to grilling, he knows

what he likes and how to get it done: with pork.

“Gloria” is the modern Latina home chef. Witty with a pinch of

sassy, supremely confident in herself and enjoys playful banter with her friendly neighbor, “The Grill.” She loves to entertain and knows exactly what she wants –

especially when in come to grilling for family and friends.

Welcome Summer!

Grill For It! Featured RecipesKorean Pork Chops with

Gochujang Marinade

Grilled Pizzas with Herbed Pork & Brussels Sprouts

Stuffed Pork Tenderloin with Chimichurri

Pulled Pork Salad with Grilled Vegetables

Cuban-Style Pork BurgersPork & Chorizo

Burgers with Pineapple and

Sriracha

Double Smoky Ribs with Bacon-Bourbon BBQ Sauce

Grilled Pork Burritos with Salsa Verde

2016 National Media Schedule

• May 9-Sept. 5 – Grill For It!

Media• TV, Online Video, Digital Display, Paid Search, Radio, Print

2016 Advertising Print Titles

Print: Grill For It!• Print creative delivers theme in bold ads, grill’s voice • Print includes half-page spreads, full pages and special insert

Grill For It! Print: Full Page Ads

Grill For It! Print: Insert

Food Network Special Insert

Digital Creative: Grill For It!

National Radio: Grill For It!

• Two radio spots will each run for 3 weeks

Taste SummerPorkmerica

the Beautiful

• 17 ads in two weeks

– AL

– CA

– IA

– MO

– MT

– OK

– SD

State Associations

Meal of Your Dreams: Fairy Grill Father

Fairy Grill Mother

Introducing “The Grill”

How do truly passionate cooks share their enthusiasm and inspiration with the world today? They start a cooking blog!

• Full season mission

• Posts: recipes, videos, pork pals, adventures, and more pork recipes

• Social sharing from Grill’s social channels and Pork Be inspired

Telling Our Story: Content Strategy

34-51 posts (2-3x/week) cadenced across key seasonal moments:Memorial Day, Father’s Day, Fourth of July,

graduation season, tailgating, Labor Day, etc.

The Man Behind “The Grill”

• Actor and comedian, known for Anchorman and The Office. Former Saturday Night Live cast and Late Night with Conan O’Brien sketch cast.

• Voice roles and appeared in Talladega Nights, Semi-Pro, The Comebacks, Anchorman 2: The Legend Continues

• Current roles: Commodore Bellacourt in Comedy Central’s Another Period andBill Lewis on The Goldbergs

• Upcoming film Priceless in 2016. Just booked CBS comedy pilot Superior Donuts

David Koechner

Grilling “The Grill”via Media BlitzSee summer (and PORK!) from the grill’s point-of-view!

- Get the inside story from our best advocate

June 15, 2016 in LA

Socializing “The Grill”

• Insert pork into the conversation through The Grill’s own channels

• Use videos and sound bites to respond to summer and grilling events like election, Fourth of July, tailgating, Memphis in May

• Suggest appropriate recipes,respond to food influencers

• Connect, align and promote withPork channels

Getting Publishers Involved

• Work with top publishers to share grill’s message

• Create chef-on-grill “interviews” and conversations in their publications

• Third-party credibility, sharing of pork inspiration

PorkAmerica

Busting Chops

¡Prende el Sabor! Igniting the Flame

• Launched national campaign for U.S. Hispanic market with a multimedia news release featuring 8 recipes and 5 “Gloria” video vignettes

• Pork is the undisputed star at every barbecue in America

Renowned Mexican Star Brings Gloria to Life

• Mexican actress, singer and comedian Angelica Vale is the celebrity talent and voice behind the character “Gloria”

• NPB and talent hosted a media day in Miami in May

– Media day featured 21 media outlets, including several Telemundo Network shows

Gloria Takes Hollywood by Storm!

• Day 1: Execute Radio Tour in LA

• Day 2: Hold “¡Prende el Sabor! Con Angelica – the Perfect Grill Out” as an interactive media event with Angelica as the host

– Timing: July

– Theme: To create buzz, Angelica will tap into her alter ego, “Gloria,” to host a pork-grilling party

– Invitation: Invite guests with special pop-up card mailers that includes a voice chip of Gloria

– VIP Invitees: Select food, entertainment & lifestyle media

Gloria’s Friends Take Over Their Neighborhood

• Unleash Gloria’s Friends (digital influencers) across key U.S. Hispanic markets– Los Angeles – Yum Yum Foodie

– Houston – En mi Cocina Hoy

– Miami – Saboir Faire

– Orlando – Adriana’s Best Recipes

– New York – TBD

• Influencers have been asked to:– Put together the perfect grilling party with a

photo/video of pork recipe on their site and social media channels to celebrate upcoming holidays

– Place digital banners on their blogs to promote campaign

– Share videos of event/recipes on their social platforms

Gloria Takes Over Social Media• Gloria shares what you need to know for a flavorful barcecue on

@PorkTeInspira social channels as well as her own @PrendeElSabor

Gloria’s Grilling TipGloria’s Take on Copa America (Soccer)

Flirty Fail

Spanish-Language Digital Mobile Ads

Ignite the flavor! Find your recipe here

Ignite the flavor! Find your

recipe here

• Spanish language ads keep pork top of mind as summer activities bring new opportunities to serve and enjoy pork

• Ads reach Hispanic consumers through language and culturally-relevant content and platforms

Interactive Landing Page

• Dynamic landing page to connect consumers to the grilling experience • Show consumers how to throw the ultimate barbecue with pork, music,

games and invite• Complete the overall grilling experience by visiting Gloria’s neighbor,

The Grill (integration among both markets)

Social Ticker Enhances Overall User Experience

• Leverage social media and digital influencer content posted elsewhere by embedding content to our website

• Fresh, ongoing and relevant content enhances user experience once in website

• Adds third-party credibility to ongoing campaign

PorkBeInspired.comPorkTeInspira.com

Summer Vacation

Video Schedule (English)

Week Video

May 9 Short and Long Teaser

May 23 Fairy Grill Father

June 6 Road Trip

June 20 Porkmerica

July 11 Flirty Fail

August 1 Busting Chops

August 15 Grilling Season

Tailgating into Fall

Results to Date

• First three weeks of ad campaign

– YouTube video view completions exceed 5.8 million

• First two weeks of public relations campaign

– Hispanic media coverage to-date totals 390 media stories.

• Campaign elements can be found at PorkBeInspired.com and PorkTeInspira.com.

Questions?