The goal of the Pork The Other White Meat® campaign was to increase consumer demand for pork and to dispel pork’s reputation as a fatty protein. The Other White Meat campaign was developed to position pork as a good tasting, versatile and nutritious meat that is easy to prepare and appropriate for any meal.
Since its inception, The Other White Meat campaign has gained tremendous recognition with consumers. In 2000, a study conducted by Northwestern University found The Other White Meat brand to be the fifth most memorable promotional tagline in the history of contemporary advertising.
Today, the campaign has been successful in positioning pork as a lean protein and an excellent choice for all meal occasions. The brand is a symbol of the successful evolution of lean pork products available today and its contribution to pork becoming the world’s most consumed protein. A study released in 2006 by the United States Department of Agriculture (USDA) states that six common cuts of fresh pork are leaner today than they were 15 years ago — on average about 16 percent lower in total fat and 27 percent lower in saturated fat. In addition, pork tenderloin is now as lean as skinless chicken breast. The study found a 3-ounce serving of pork tenderloin contains only 2.98 grams of fat, whereas a 3-ounce serving of skinless chicken breast contains 3.03 grams of fat.
The Other White Meat brand continues to have high consumer recognition and is a valuable asset of the pork industry.