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The National Pork Board’s U.S. Hispanic Campaign

CHICAGO (January 5, 2004) — Due to the success of the National Pork Board Board’s Hispanic marketing campaign in the U.S., the United States Meat Exporters Federation (USMEF) now wants to use the same campaign to promote consumption of U.S. pork in Mexico.

The slogan “El Cerdo Es Bueno” is the centerpiece of a campaign that 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. The integrated marketing campaign program has helped increase pork consumption among Hispanic consumers by 14%, which meant $13 million in incremental overall pork purchases in 2002.

“The National Pork Board campaign is one that clearly shows the value of an integrated campaign based on research,” explained George L. San Jose, president and COO of The San Jose Group. “By knowing the target market’s perceptions, we are able to create effective marketing programs. We know that ‘El Cerdo es Bueno’ campaign will do well in Mexico, since our research found that many of the negative perceptions that Hispanics consumers had about pork, originated in their countries of origin, especially Mexico,” added San Jose.

The “El Cerdo es Bueno” campaign, which includes print, radio, retail, outdoor and public relations elements, has been showcased at various marketing and food industry conferences as a best practices program and has received numerous advertising and public relations awards.

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.