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Tags: family, judge, radio, San Jose
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The San Jose Group’s “El cerdo es bueno” campaign earned a 2006 Bronze EFFIE® Award as the best Hispanic marketing program of the year. The campaign increased pork consumption among Hispanics despite their initial misconceptions about pork’s health benefits and quality.
The EFFIE® Award, sponsored by the New York American Marketing Association, is the most significant award in the marketing industry because it honors the one truly significant achievement in advertising: Results. The San Jose Group (SJG), one of the oldest independent Hispanic marketing agencies in the U.S., was the only Hispanic agency to receive an EFFIE® this year.
“Our office literally erupted in cheer when we were notified that we won an EFFIE,” said George L. San Jose, president and COO of The San Jose Group. “We pride ourselves on delivering results for our clients. To have our campaign judged as the year’s best in our industry is a career highlight for our team.”
The campaign slogan, which translates into “Pork is good,” was created on behalf of the National Pork Board (NPB). The San Jose Group was hired by NPB to help it promote the “other white meat” to Hispanics, whose pork consumption lagged behind other consumer groups.
SJG research discovered that Hispanics had two main misconceptions about pork: 1) it was unhealthy to include in a family diet because of its fat and cholesterol content; 2) the quality of pork posed health risks like trichinosis, a parasitic disease caused by eating raw or undercooked pork.
Utilizing television, outdoor, radio and print advertising, website development, retail promotions and public relations, SJG embarked on an aggressive, integrated marketing campaign to demonstrate that pork is indeed healthy and safe to eat. The public relations component included an intense media relations effort that enlisted credible sources to provide culturally relevant information about pork’s nutritional value as well as pork production and quality control practices in the United States.
As a result of the campaign, not only did positive perceptions of pork quality increase, but frequency of purchasing pork increased by 75% among Hispanic consumers. In addition, editorial coverage secured by the public relations efforts amounted to 31MM gross impressions and the equivalence of $1.7MM in media value
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