NATIONAL PORK BOARD SOULFUL PORK
Our mission was to revolutionize the perception of fresh pork within the African American community, with a focus on the influential Millennials and Gen Z demographics. We crafted a dynamic, social media-first campaign that resonated with these key consumer groups, showcasing fresh pork as a versatile, modern choice for the discerning palate. With 16% less fat and 27% less saturated fat than 30 years ago, pork offers the perfect balance of flavor and health. Don’t settle for bland, unsatisfying meals—experience the power of taste and nutrition in every bite of our lean, delicious pork dishes. By leveraging the power of social platforms, we engaged with our audience where they're most active, sparking a renewed appreciation and demand for fresh pork through innovative, relatable content. Upgrade your meals and embrace the soulful taste of pork today. #DontMissTheFlavor
Social Media Campaign | Website Development | Influencer Marketing | In-Store Activation
CLIENT: National Pork Board
ROLE: Creative Director | Director
Campaign Type: Social-First
Medium/Format: Video, Social Media, In-Store Displays
Industry/Focus: Food & Beverage, E-commerce
Campaign Elements: Social Media | Video | Photography | Website | Influencer Marketing | In-Store
Multi-Channel Strategy
In our campaign we utilized a multi-channel approach, creating and managing content across key platforms, including a dedicated website, Instagram, TikTok, Facebook, and Pinterest, each playing a vital role in engaging our audience and building trust.
Photoshoot: Visual Backbone of the Campaign
We executed a dynamic photoshoot, producing high-quality images that became the visual backbone of our campaign. These images were strategically used across social media, out-of-home (OOH) advertising, in-store promotions, and the campaign website, ensuring consistency in messaging and aesthetic appeal across all channels.
IInfluencer Marketing: Building Trust Through Authenticity
Influencer marketing played a pivotal role in addressing historical trust barriers associated with pork within the African American community. Our strategy was meticulously crafted to resonate deeply with this audience, selecting influencers who embodied cultural understanding, authenticity, and relatability. These influencers helped us create a campaign that was not only far-reaching but also rich in storytelling, community engagement, cultural sensitivity, and diverse content. Their involvement was key to fostering trust and delivering a truly impactful campaign. Image/Mockup: Mockup of phones displaying influencer social media posts, highlighting their content and engagement with the campaign.
Website: The Campaign Hub
Our website was the campaign’s central hub, designed to strengthen our online presence and reinforce trust within the community. It served as a comprehensive resource, offering everything from recipes and cooking techniques to nutritional information and inspirational content. By enabling direct audience interaction and feedback, we gathered valuable insights that informed ongoing data-driven optimizations, ultimately contributing to the campaign’s success.
Branded Videos: Showcasing Versatility
We developed a series of branded videos that spotlighted five unique pork-based meals, carefully curated to cater to diverse tastes and occasions. From quick and affordable dishes to upscale holiday meals and health-conscious options, each meal was rooted in traditional African American cuisine, reflecting cultural authenticity while showcasing the versatility of fresh pork.
GRILLED JERK PORK TENDERLOIN AND MANGO SALAD
Experience the magic of the Caribbean in your own backyard with a dish as nutritious as it is flavorful. Start with fresh Pork Tenderloin seasoned with Jerk spices and grilled to perfection. Serve over a crisp bed of Kale, sweet Mango, and cool Avocado for a celebration of flavors that taste like summer.
GROUND PORK STIR FRY
When life gets hectic dinner should be simple, but don’t miss the flavor. Experience the delicious taste of this unique stir fry made with fresh, never processed Ground Pork, easy homemade stir fry sauce, and quick-cooking cabbage. Serve this versatile dish in three different ways to satisfy low-carb cravings or dress up your favorite ramen.
CREAMY CURRY MEATBALLS
Have you tried cooking with ground pork yet? It’s giving all the things including great flavor, low sodium, potassium, vitamin B, and zinc.
Try it in this delicious Creamy Curry Meatball recipe and let us know what you think.
OVEN ROASTED TENDERLOIN WITH APPLE CIDER GRAVY
Time for a finger-down challenge!
Put down one finger if you love the taste of fresh, lean pork. Put down one finger if you know it's a nutritious source of protein. Put down one finger if you're looking to cook something different for the holidays. Now stop putting down your fingers and make this Oven Roasted Tenderloin a delicious part of your holiday menu!
Whether your menu is all sewn up or you're still working on it, be sure to include the fresh, lean, and 🔥 taste of our Holiday Cajun roasted pork loin. This flavor-packed dish pairs perfectly with your favorite sides like sweet potatoes, green beans, cranberry sauce, and more. If you want to go hard with the recipes this holiday season, we got you 🙌🏿 Get this Cajun roasted pork loin recipe and more at bit.ly/soulfulpork.