SJ Public Relations developed a national campaign for the National Pork Board educating consumers about the nutritional value of pork.
The National Pork Board enlisted SJ Public Relations to help them overcome commonly held misperceptions about their meat’s nutritional value to its diverse audience. SJ Public Relations created an extensive media relations program including broadcast media tours, recipe development and press kit dissemination, helping reshape consumers’ attitudes toward pork products. The National Pork Board supported the program with a consumer marketing campaign which involved advertisements, social media platforms and local retail activation programs to drive sales and engagement. SJPR’s campaign garnered more than 129 million media impressions securing over $4.5 million in media value. The national program also improved awareness by over 200 percent and increased pork purchases throughout the U.S. by 42 percent. Several industry awards organizations recognized the program: honoring the campaign with a PR News Platinum Award, Publicity Club of Chicago Golden and Silver Trumpet Awards, IABC Gold Quill and an EFFI Award.