For our final Capstone project at Drake University, five of us (Rachel Berggren, Maura Scott, Joe Buising, and myself) were to create a campaign for a big-name client, the National Pork Board, to target Millennials. Through hours of research into different segments of millennials, we zeroed in on three millennial target consumer profiles: the Minivan Mommy, the Busy Bachelor, and the Health Conscious Cook, which practically broke down into people cooking for their families, for themselves (quickly), and for their bodies. After coming up with our strategy and target consumers, we created a spot campaign, featuring print, outdoor, digital media, and event marketing executions. See some of our mock-ups below.
Our print execution came about through our healthy angle, tapping into the consumer profile of the Health Conscious Cook. We wanted to showcase low-calorie and unique dishes that showed the versatility of pork as a protein while educating the consumer on its benefits.
In this web execution, our agency wanted to create an ad that fostered healthy living for pork. As a protein, pork is one of the least fatty meats, propelling your energy forward to go throughout your day.
The "Get Exotic" page of the National Pork Board was a creation of our mock agency to showcase the unique ways pork can be a part of happy, wholesome meals around the world. It's meant to both show the versatility of the protein while enhancing how important it is to different world cultures.
In addition to the new navigation and information within the website, we wanted to create a mobile app for the National Pork Board, as it is the thought leader on all things pork. People can find an archive of instructional videos, recipes, healthy nutritional information, pairing suggestions and events through the app.
In our research, it turns out that a lot of millennials find pork to be a hard protein to cook. In order to combat this, we came up with the execution of National Pork Board-sponsored cooking classes, showcasing the versatility and unique flavors and benefits of the protein.
This execution was a part of our contingency plan to bring in more interactivity to the National Pork Board. This execution would be an interactive ad for outdoor, where consumers can tap through different pork-centered recipes within the navigation and enter their email to have the recipe sent to their email. The execution would be engaging, thought-provoking and easily measurable.
As a social media execution, we storyboarded an idea of an epic rap battle between a cow and a pig called "Start Beef With Beef," showcasing the health benefits of pork over other proteins.
This is an example of an outdoor execution we created based off of our print advertisement. We chose outdoor to specifically target millennial consumers in larger media markets, as they would be considered a "captive audience" within the commute, meaning they would have to see the advertisement.