The pork industry is staging a comeback in Gen Z kitchens. The National Pork Board officially ditched its 1987 slogan, “The Other White Meat,” for “Taste What Pork Can Do,” in May, paired with a digital-first push aimed at Gen Z and Millennials—and so far, it’s working. In June, pork sales rose 26% year-over-year, and October is tracking as one of the best on record. To reach young consumers specifically, half the budget for this campaign is going to paid media and social collabs. They tapped Chef Joshua Weissman (with his 2.3M followers) to create a New Pork City bus tour that turned dishes like caviar-topped hot dogs into a full experience. As the young gens’ foodie culture has become all about protein, expanding Gen Z’s go-to meals with crispy, fast pork is how the industry plans to grow. (Marketing Dive)
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