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Engaging customers through #RealPigFarming

Agricultural Communications Documentation Center (ACDC)
National Pork Board (main author), Lessing-Flynn (author)
Online document
Publication Date:
United States: Public Relations Society of America
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
advertising, animal rights, campaign planning, campaigns, consumers, crisis communication, Iowa, USA, marketing techniques, product promotion, public attitudes, public relations, students, pork, blogs, branding, social media, Twitter, animal welfare, Facebook, National Pork Board
3 pages., Via Silver Anvil Awards., Consumers have questions about how pigs are raised, and no one knows the answers better than pork producers themselves. Activist groups against pig farming have become increasingly active on social media, where the voices of pork producers were relatively silent. As the connection between pork producers and the food industry, the National Pork Board recognized the potential damage this could cause to the pork industry’s reputation. The #RealPigFarming campaign was born out of a need to engage producers in sharing stories from their farms, and contributing to online conversation about pork production. The results surpassed original goals by 2,730 percent.