CHICAGO (October 8, 2003) — The National Pork Board‘s Hispanic public relations campaign “El Cerdo es Bueno” (Pork is Good) was recognized as the winner of the 2003 Platinum PR Award from PR News for Outstanding Multicultural Communications Campaign. This year’s winners competed in 19 different categories against over 1,000 entries from top agencies across the United States and around the world.
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 by 14%, which meant
$13 million in incremental overall pork purchases in 2002.
“We are extremely pleased to be recognized for such a respected award,” said George L. San Jose, president and COO of The San Jose Group. “Similarly, we are thankful to clients like the National Pork Board for recognizing the important need to extend their business into the Hispanic market and for trusting us to help them grow.”
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.
About The San Jose Group
Incorporated in 1981, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Spanish-speaking Americas. Headquartered in Chicago, the Group’s expertise, services and resources transcend domestic and international markets. More information about The San Jose Group can be found at https://www.thesanjosegroup.com.