Reintroducing pork with purpose.

Pork needed a reintroduction. After years of under-marketing, the category was overdue for a modern, full-scale campaign that could shift perceptions and drive demand. The National Pork Board set out to reposition pork as a flavorful, versatile, and culturally rich protein built for the way Millennials and Gen Z eat today. But the brand hadn’t run a major media campaign in over a decade, and Millennials were consuming less than half the pork per capita of Boomers. Generations of home cooks had been conditioned to overcook pork, unintentionally dulling the very flavor that should have made it a go-to mealtime staple.

BarkleyOKRP launched a full-scale creative and media reboot, fast. New strategy, fresh visual identity, and a full-funnel campaign that celebrated pork’s versatility. From sizzling content on Reddit and Pinterest to streaming takeovers and a literal pork bus with over 500 sign-ups in under 48 hours, the work leaned into flavor, cultural relevance, and emotional spark to reintroduce the brand in a way that felt genuinely fresh.