As part of its efforts to engage with Hispanic consumers during the holidays, the Pork Checkoff Tuesday announced the launch of "21 Dias de Tradiciones Navideñas," a social media promotion on its Spanish-language Facebook page
The program – translated as 21 Days of Christmas Traditions – will run Dec. 1-21 and will celebrate 21 Latin American countries in 21 days. Pork is the most consumed protein in the world, and is a staple in the Hispanic culture, the checkoff said.
During the Facebook promotion, fans could win a $25 gift card to purchase pork by commenting on the featured recipe each day. Fans who comment on posts will be entered into the grand prize drawing – a $550 gift card for a holiday meal.
"This is a fun and engaging way for Hispanic consumers to learn more about other Latin American countries' pork dishes, customs and traditions," said Jose de Jesus, director of multicultural marketing at the Pork Checkoff. "By sharing typical pork dishes, like tamales and pernil with family and friends, it will inspire Hispanics to try something new and creative."
The National Pork Board will award the grand prize on "El Día De Los Reyes Magos" (Three Kings Day) on January 6, 2014. Three Kings Day is celebrated by Latinos as the conclusion to the holiday season.
Source: Pork Checkoff