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Six-Time Award Winner ‘El Cerdo Es Bueno’ Campaign Finalist For Platinum Pr Award From PR News

CHICAGO (August 4, 2004) — The San Jose Group announced today that it has been named a finalist to receive the prestigious Platinum PR Award from PR News for The National Pork Board‘s Hispanic public relations campaign “El Cerdo es Bueno” (Pork is Good). Applicants competed in 19 different categories against over 1,000 entries from top agencies across the United States and around the world.

“It is a tremendous honor for our public relations efforts to be considered for a Platinum PR Award,” said George L. San Jose, President and COO of The San Jose Group. “The nomination reflects the National Pork Board’s vision to expand their reach to the Hispanic market, and our success in working closely with them to develop winning strategies,” added San Jose.

The “El Cerdo es Bueno” campaign was designed and executed by The San Jose Group, the National Pork Board’s Hispanic marketing agency. It set out to dispel myths about health and safety concerns that Hispanic consumers associated with pork by providing relevant information about its nutritional value, as well as pork production and quality control practices in the United States.

Pre-campaign research showed that Hispanic consumers were concerned about these issues, due to prior experiences in their countries of origin. As an important component of the overall marketing campaign, the public relations program helped increase pork consumption among Hispanic consumers in the target market by 14%, which meant $13 million in incremental overall pork purchases last year.

To date, the campaign has garnered six awards including, IABC’s Gold Quill, PCC’s Golden Trumpet, PRSA’s Award of Excellence, the Communicator Award and last year’s PR News Platinum Award. 

PR Platinum Awards are considered the benchmark of communications excellence. The award program is an annual competition in which the most outstanding communications efforts are evaluated and recognized by a panel of corporate, agency and academic executives. From crisis management to cause marketing to employee communications, the winners of the Platinum PR awards showcase best practices in PR.

About The San Jose Group

Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets.For more information, visit www.thesanjosegroup.com.