MIAMI, February 13, 2014—The National Pork Board has selected República, the cross-cultural advertising, digital, and communications agency, as its national multicultural marketing agency of record. The farmer-funded non-profit commodity organization based in Des Moines, Iowa, is tasked with generating added value to the U.S. pork industry and increasing per capita pork expenditures.
República, which was selected following a competitive review, will help the National Pork Board execute its multicultural marketing strategy with a focus on creating awareness of fresh pork and its benefits with Hispanic, African American and Asian American consumers. Beginning this month, the agency will begin developing a total market strategy that will tap into multiple divisions including research, advertising, media, branding, public relations, social media, community relations and promotions.
“Pork is a staple in many multicultural diets. We believe that Hispanic, African American and Asian American consumers play an important role in increasing the demand for pork,” explained José de Jesús, National Pork Board’s director of multicultural marketing. “These segments hold great potential as they already understand the role pork plays in their diet and lifestyle. Our desire is to reach out to these segments in a way that is authentic and culturally relevant to each.”
Since its founding in 2006, República, one of the fastest-growing independent agencies in the country, according to the American Association of Advertising Agencies, has been advising global and national brands on how best to reach broader U.S. consumer segments cross-culturally.
“We are excited to partner with República to help us develop and execute our multicultural strategy. Their passion, creativity and proven track record of delivering results for clients sets them apart and we are proud to begin this relationship. Our goal is to increase consumer demand for pork among multicultural segments and República will play a critical role in this effort,” added de Jesús.
“We are extremely honored to have been selected by the National Pork Board as the partner to execute its multicultural marketing efforts,” said Jorge A. Plasencia, chairman and CEO of República. “Our team is thrilled to have the opportunity to build deep connections for the Pork Board within the vibrant multicultural communities in America.”
About National Pork Board
The National Pork Board has responsibility for Checkoff-funded research, promotion and consumer information projects and for communicating with pork producers and the public. Through a legislative national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold. Importers of pork products contribute a like amount, based on a formula. The Pork Checkoff funds national and state programs in advertising, consumer information, retail and foodservice marketing, export market promotion, production improvement, technology, swine health, pork safety and environmental management. More information at www.pork.org.
Founded in 2006, República is one of America’s fastest-growing advertising, digital and communications companies. Based in Miami, with satellite offices in New York and Los Angeles, República’s industry accolades include multiple ADDY, Telly, Davey, Marcom and Silver Anvil awards. República is an affiliate of MAGNET, the premier global network of independent agencies. More information at www.republica.net.