Jose de Jesus
In its new marketing effort, the National Pork Board (NPB) is partnering with Latino influencers to create and present healthy, delicious, nutritious meals for every day of the week to its target group. “Our goal is to be as relevant as possible to consumers to make sure our messages resonate with them and have an impact” said NPB Marketing Director José De Jesús. He said the strategy has a number of messaging pillars that communicate some of pork’s most important attributes: “It’s critical that we collaborate with the right influencers who are capable of reaching U.S. multicultural audiences in an authentic and credible way.” Digital influencers have been a key part of the organization’s multicultural strategy to ensure that its messages resonate with the target audience. “For brands to succeed their messages must be relevant, thoughtful and strategic, and digital influencers allow our brand to be just that. Influencers play an important role in all our marketing efforts,” De Jesus said. “Beyond our digital-influencer efforts, we also reach multicultural consumers via organic and paid social-media campaigns – specifically on Facebook, Instagram, Twitter and YouTube,” he said. The unique and innovative element of our 2018 marketing campaign is all about research. “The National Pork Board has invested heavily in research to give us a unique understanding of pork and the consumers who buy it. As an industry, we share all the insights we have gathered with our partners across the supply chain – packers, retailers and food-service operators – to help them make better, more strategic decisions to reach multicultural consumers.”
