Pork Board brings on República for multicultural

The National Pork Board has selected República as its US multicultural marketing AOR.

MIAMI: The National Pork Board has selected República as its US multicultural marketing AOR.

The firm will help the organization create a multicultural marketing strategy, focusing on creating awareness of fresh pork and its benefits for Hispanic, black, and Asian-American consumers. República will begin developing a strategy that will include PR, research, advertising, media, branding, social media, community relations, and promotions starting this month.

Miami-based República was selected after a competitive review.

Jose de Jesus, director of multicultural marketing at the Pork Board, said the group is planning to reach out to a more diverse range of consumers.

“What set [Republica] apart was their ability to offer services we are most interested in: PR, branding, social media, promotional events, etc.,” he said. “As we move into an era of reaching out not just to a Hispanic audience but with more focus on African-Americans and Asian-Americans, they're the agency that had expertise

CC Snyder, VP of domestic marketing at the Pork Board, said Weber Shandwick has managed general marketing and PR for the group for at least 20 years. She added that Ketchum has done issues management projects for the organization after the firm was brought on in 2012. 

The National Pork Board, based in Des Moines, IA, works to generate added value for the US pork industry and increase per capita pork expenditures.

The organization previously worked with Bromley.

“At the end of the day, we're looking for a fresh start, looking to reach not just Hispanics but Asian-Americans and African-Americans,” de Jesus added. “We're appreciative of the work they did. They did great work for us, we respect them a lot, but this is just the way we chose to go forward.

In early 2011, the National Pork Board made headlines when it changed its decades-old campaign tagline, “the other white meat,” to “pork: be inspired.”

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