Multicultural marketing

by Meat&Poultry Staff
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MIAMI – Republica was named the cross-cultural advertising, digital and communications agency of record for the National Pork Board. The agency is tasked with creating awareness of the benefits of pork among Hispanic, African American and Asian American consumers.

"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 Jose de Jesus, 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."

Republica will develop multi-platform marketing strategy that will include research, advertising, media, branding, public relations, social media, community relations and promotions.
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