New Year’s diet resolutions can pack a “Protein Punch” this year with help from the latest “porkivore” retail promotion from Cargill’s Tender Choice, a line of fresh pork products. The campaign is featured in hundreds of retail grocery store locations across the country from January 1 through February 14, 2014, as many people are focusing on ways to improve their lifestyles and healthy eating habits during the post-holiday period.
The promotion urges pork consumers to visit www.Porkivore.com to build a personalized protein plan that provides pork recipes based on flavor profile preferences, and humorous “tongue-in-cheek” exercise recommendations based on the consumer’s identified areas of bodily focus. These fun fitness routines include “Tenderloin Tuck Crunches,” “Rib-raiser Lat Lifts” and “Tone-Your-Pork-Butt Leg Curls.” The site also offers the opportunity to enter to win one of five one-year memberships to a gym or workout center of the winners’ choice.
The Porkivore Protein Punch campaign features health-focused pork recipes, specially created by Tender Choice chefs using leaner cuts such as pork tenderloin and boneless pork loin roast. Also included are various in-store materials, as well as digital and social media communications. The promotion follows the summer 2013 campaign that introduced the “porkivore” thematic concept that aimed to compel consumers to “unleash your inner porkivore,” and last fall’s football-focused “porkivore game face” effort.
Several in-store point-of-sale materials are provided for retailers to display in their meat cases to draw consumers’ attention, including:
- Case headers
- Mini t-stand posters
- Large posters
- Consumer “take one” brochures featuring recipes and a $2.00-off coupon
“Many consumers focus on their eating habits and improving their overall lifestyle in the new year, and we want to highlight that they can continue to enjoy our Tender Choice pork products, because they are not only tender, juicy and flavorful, but also packed with a beneficial protein punch,” says Matt Novitzke, brand manager for Tender Choice pork. “Working closely with our retail partners on this promotion will help inform shoppers on the versatility and advantages of pork for their resolution regimens.”
On the Tender Choice pork Facebook page consumers may also engage in the “Protein Punch” conversation and receive protein-packed pork recipes.