Earlier this year, an advertising agency approached the Pork Checkoff about buying a full-page ad in the official 2009 Super Bowl program guide. The package deal included pork advertising at the 2009 NBA All-Star Game and the NFL Pro Bowl. To increase exposure for pork, Mike Walser, the Pork Checkoff's retail marketing manager for the south eastern division also contacted Delhaize America, the parent company of Food Lion, Hannaford Bros., Harvey's and Sweetbay Supermarkets, which include 1,500 stores from Maine to Florida.
The additional pork advertising, which was supported by circular ads and custom point-of-sale signage, promoted Smithfield's marinated pork filets and tenderloins in January and February at Delhaize America supermarkets.
The Defense Commissary Agency (DeCA), which services 276 military bases worldwide, also has enlisted special pork promotions in 2009. By partnering with Johnsonville sausages, the Pork Checkoff worked with DeCA to feature a full-page sausage ad and 50-cent coupon in January's "Military Maxi Saver" flyer, a coupon magazine that is hand-delivered to each military family's door.
"We saw great tonnage increases and great impact from this promotion," says Walser, who notes that the program was supported in all DeCA commissaries worldwide with custom point-of-sale marketing materials.
In fact, the campaign was so successful that DeCA is already working with the Pork Checkoff on a "Meat Your Healthy Choices" promotion for the summer of 2009. In this meat managers' contest, the commissary with the highest percent increase in pork sales will win prizes.