Minnesota Pork Board
We’re All Grillin’ This Together
Animation
Distribution
Illustration
Infographic
Storytelling / Copywriting
Challenge
The Minnesota Pork Board faced new challenges during the COVID-19 pandemic. After outbreaks in pork processing plants, they needed to reassure the public about their safety. As consumption of pork in restaurants ebbed, they needed to encourage consumers to cook pork at home.
Solution
We developed a two-pronged content marketing strategy. First, our Farm to Fork infographic reassured Minnesotans about food safety by explaining the process of producing pork to life in a fun, visual way. Second, through our four-part Grillin’ This Together series, we partnered with local chefs to showcase a signature recipe each week. The series featured recipes that could be recreated at-home, and readers said they were more likely to buy pork after seeing the campaign.
