—Lancaster Farming, Saturday, October 13, 1973
12
Oct. Porkfest Promotion Underway
The National Pork Producers
Council has kicked off the second
annual October Porkfest pork
month promotion. Details of the
nationwide, multimedia cam
paign to reach more than 100
million consumers were detailed
at the meeting of the NPPC
Board of Directors October 1.
The 1973 Porkfest is based on
the success-proven formula of the
’72 promotion, according to J.
Marvin Gamer, NPPC executive
vice-president. The annual
promotion is scheduled in Oc
tober to feature the goodness of
pork to consumers at the
beginning of the traditionally
heavier slaughter period. The
promotion is designed to create
greater consumer awareness of
“today’s new pork” which,
thanks to improvements in
genetics and feeding, is now
lower in calories, leaner and
higher in nutritional value than
the pork of yesteryear.
“But this year’s nationwide
Porkfest advertising will do
more. It will seek to inform
consumers of the economics
involved in pork production,”
Gamer points out. “During the
first Porkfest we sought only to
improve the image of pork by
stressing its nutrition,
iwholesomeness, variety and good
taste; but we think an
economically informative ap
proach is much more appropriate
in view of current economics and
consumer misunderstanding
about just what is involved in
pork production.”
Porkfest newspaper ads to
appear in 64 large daily
newspapers in 39 of the nation’s
top markets will tell consumers,
“Pork Isn’t Produced Over
night,” and “A Pork Chop’s Trip
to Your Table Takes 301 Days.”
“We’re trying to tell consumers
that pork producers can’t in
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crease supplies overnight,”
Gamer adds. Radio spots to run
during the month on the
nationwide ABC Entertainment
and Information radio networks,
a total of 741 stations, will carry a
similar message. However, TV
spots to appear on the nationwide
TV will continue to carry the pork
image-building message. TV.
spots will run on NBC’s Dinah’s
Place and ABC’s General
Hospital and The Newlywed
Game, a total of 493 stations.
There will be additional radio and
TV in the 39 cities receiving
newspaper advertising.
The NPPC’s nationwide
newspaper, radio and TV ad
vertising is backed up by in-store
promotional materials.
In addition to the nationwide
promotion of the NPPC, many
state pork producer groups and
related industry organizations
have tied in for additional
promotion.
In-store kits, Sta-Hi color
pages, and recipes with photos
for food editors will be produced
by the National Live Stock and
Meat Board again this year.
As a cooperative effort of Kraft
foods and the NPPC, several
recipe-photo releases featuring
pork have been sent to more than
3,500 newspapers across the
nation; Kraft is featuring pork in
their. in-store barbecue
promotion during October; and
Ann Norman, NPPC Director of
Consumer Relations, was a guest
on the Helen Hall Show, a syn
dicated daily radio show
distributed to more than 500
stations. Barbecuing the “New'
Pork” was the topic of discussion
• PLASTIC SILAGE COVERS
• SILAGE SAVOR
• FLAMELESS GAS BROODERS
• DAIRY & BEEF CATTLE WORMER
• CUSTOM CANVASS WORK
Special Prices on - - -
• Penstrep and Combiotic Injectables
• Furox Suspension
AARON S. GROFF & SON
Farm & Dairy Store
R D. 5. Ephrata. Pa. 17542 (Hinkle town) Phone 554-0744
Store Hours 7 A.M. to 9 P.M.
Closed Tues. & Sat. at 5:50 P.M.
BEFORE YOU SELL
CORN THIS FALL
CAR
in this tape to be distributed
during October.
Many of the newspapers and
radio and TV stations carrying
Porkfest advertising are also
creating additional tie-in
promotions with retailers in their
trade areas.
Packers across the nation are
promoting Porkfest and building
contests among their salesmen
for special emphasis.
Richard Lyng' President of the
American Meat Institute, has
ordered all correspondence from
his association to bear the Pork
fest logo during October.
The Porkfest promotion is
funded through the NPPC’s
“Nickels” program, in which
pork producers voluntarily invest
a nickel-per-head at the time of
marketing. The NPPC is ap
plying knowledge gained,
groundwork laid and related
industry supporters identified in
the first Porkfest to make
producer funds go even further
this year.
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Phone 717-426-1961
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INC.