DES MOINES, IA: The National Pork Board has selected Ketchum for project work following a competitive agency search process.
Three agencies participated in the review, said Teresa Roof, manager of PR at the Pork Board. She declined to name the other firms involved in the process.
Ketchum was chosen to help the Pork Board “deliver modern pork production messages to different audiences,” said Roof. She added that since the agency was just brought on, “the scope of work is not fully complete or flushed out.”
Ketchum representatives declined to comment on the relationship.
Recently, the National Pork Board was scrutinized by Burger King for only having about 10% of its pigs classified as “cage-free.” The Board responded by saying it has found other ways to improve the well-being of its animals without spending millions of dollars on new facilities.
Last May, the organization switched its slogan from “The Other White Meat” to “Pork: Be Inspired,” in an attempt to form an emotional connection with consumers and drive sales.
The Board hired Weber Shandwick in May 2009 to assure consumers that pork was safe to eat following the swine flu outbreak.