For Subscribers

Keeping Your Marketing Current

Your customers are changing. Can your marketing keep up?

learn more about Kim T. Gordon

By Kim T. Gordon

Opinions expressed by Entrepreneur contributors are their own.

Can you name "The Other White Meat?" If "pork" immediately comes to mind, then, like nine out of 10 consumers, you've been reached by one of the most effective repositioning campaigns of all time. It began in the late 1980s, when diet and fitness became essential to consumers seeking healthier lifestyles. Pork producers were making changes in response to demand for a leaner, higher-quality product, but few people knew about it. Poultry sales were climbing, and there was a more than 20 percent decline in sales of pork products.

To align with consumers' new eating habits and attitudes, the National Pork Board launched the "Pork: The Other White Meat" campaign, which showcased pork's convenience and nutritional benefits. By 1996, nearly 90 percent of consumers surveyed recognized the slogan-up from 64 percent just four years prior. Based on attitudinal research, new print,TV and Internet campaigns were launched in 2000, and the slogan was named the fifth most memorable tagline in contemporary advertising by Northwestern University. Today, since the start of the campaign, pork production has increased nearly 40 percent, and pork is now the most-eaten meat in the world.

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

Mark Cuban's Grocery Store Hack Will Help You Score Cheaper Produce

The billionaire talked about his early days in Dallas when he was strapped for cash.


5 Steps to Communicate Like a Boss

Here are five tips leaders can use to improve their communication skills.


9 Healthcare Marketing Strategies to Attract and Engage Patients

Healthcare marketing is a unique opportunity to build relationships and connections with your audience. Here's how you do it:

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Business News

Apple Pay Later Rolls Out to Selected Users — Here's How It Works

The company originally revealed its new 'buy now and pay later' software last June, which is set to fully roll out on iOS 16 this year.

Science & Technology

How to Enhance Business Automation and Unlock New Levels of Operational Efficiency

Explore the vast potential of combining AI and technology solutions to enhance business automation and boost efficiency.