Brand Reversal

“Bacon is health food” will never fly, but “pork, the other white meat” did pretty well. Brands are assigned by the market unless you force the market to think and feel what you want them to. Before 1987, it was common wisdom that eating pigs was bad for the body, and not just from uneducated cooks serving up sides of trichinosis. Bacon was evil and even pork chops were off everybody’s diet, regardless of a lack of religious law. This was bad for pig farmers as an increasingly health-conscious America was jogging with Jim Fix and rediscovering vegetables. Even ranchers were winning as they promoted leaner cuts of meat and mom discovered how to trim the fat we used to grill and swallow. Swine sellers fought back by launching the “Pork, the other white meat” marketing campaign to change the pig’s brand image. Pork prices rose, sales jumped 20%, and … Continue reading