The National Pork Board has decided to drop its longtime campaign around “The Other White Meat” for a new positioning: Pork: Be Inspired.
Now, I’m often the first one in the room to suggest that a client or brand I’m working on take a more elevated position or try to make itself feel bigger than it is. But this seems oddly jarring. And it’s a much different position than “The Other White Meat,” which I’ve long thought was really effective in the era of more chicken. Perhaps I’m not quite the foodie they’re trying to target here, although I do love me some bacon.
What do you think? Is this the kind of positioning that will get consumers looking at pork in a different way? Is “inspiration” the right approach for a brand like this, or any brand for that matter?
