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National Pork Board Chooses The San Jose Group for Hispanic Campaign

CHICAGO (June 14, 2001) — The National Pork Board has selected The San Jose Group as its first-ever Hispanic advertising, marketing and public relations agency of record after an eight-month review. 

Best known for its “‘The Other White Meat”‘ campaign, which successfully motivated mass-market audiences to embrace pork as a healthy, delicious alternative to chicken and beef, the National Pork Board is one of the nations largest livestock commodity organizations, coordinating national and international product promotion, marketing, production, research and education programs. “‘According to initial research that The San Jose Group conducted, we know that pork is widely consumed in the Hispanic household, but it is likely limited to traditional dishes that call for it,” said John Hagerla, The National Pork Board’s assistant vice president, Foodservice/Retail Marketing. “‘We also believe that we may have to overcome many misperceptions that Hispanic consumers face relative to the safety of pork.” 
“Therefore, we will be taking an educational approach to build our brand in a culturally relevant way, and expand the consumption of pork within the Hispanic household.” Hagerla added that The San Jose Group was selected primarily because of its fully developed integrated marketing expertise, brand-building and creative capabilities, as well as its overall fit with the National Pork Board’s corporate culture.