by Dan Gibson
The Associated Press is reporting that the National Pork Board is changing their slogan from the classic "The Other White Meat" to the decidedly uninspiring "Pork: Be Inspired":
Gail Carter, a partner at Schafer Condon Carter, the Chicago-based ad agency that helped develop the new campaign, said "Pork: The Other White Meat" succeeded in creating awareness of pork as an option to chicken, and now it's time to update the message.
"There is no need to rely on comparisons for this audience," she said. "We know more about who the target is and how to talk to them in more relevant terms."
The board will spend more than $11 million to roll out the campaign in March and April. It will include national print and broadcast advertising, public relations, social media and foodservice marketing. Online advertising will begin March 7, and national television ads will begin April 11. Print ads will also begin running in food and lifestyle publications in April.
"Be Inspired"? What does that even mean? I like pork a lot (apologies to our vegan intern, A. Greene), but I don't know that I feel inspired by it, or even that I want to, although that might help me finish up my lyrical poem to braised pork shoulder. How about "Pork: You Know It's Delicious"? "Pork: No One Ever Really Wants Chicken"? There are a seemingly endless number of actual good slogan ideas, but I guess it was easier to run with the one that sounds like the tagline on the bottom of a motivational poster.
Better yet, just run this classic clip from the Simpsons as your new ad: