CPG: National Pork Board
Reintroducing pork with purpose.
The Stakes
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. Backed by one of the largest consumer research efforts in the brand’s history, the National Pork Board set out to prove pork’s relevance to a new generation. The goal was to reposition pork as a flavorful, versatile, and culturally rich protein built for the way Millennials and Gen Z eat today.
The Friction
The brand hadn’t run a major media campaign in over a decade. Momentum had stalled despite years of name recognition, 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 flavor that should have made it a go-to mealtime staple. To secure the future of the industry, we had to make pork relatable and appealing again.
The Shift
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. It reintroduced the brand in a way that felt fresh.
The Lift
The campaign delivered nearly 2 million social media video views and drove pork back into the cultural conversation. Retail media ROAS hit $127, exceeding every KPI. The work brought pork back to the plate and boosted real value for America’s pig farmers.
Results
- 2MM Social Video Views
- $127 Retail Media ROAS
- 90MM Campaign Impressions
