The company launched its "Protein Punch" promotion in support of Tender Choice brand pork. The campaign has been featured in retail grocery stores since Jan. 1, and Cargill plans to continue the promotion until Feb. 14. Consumers are encouraged to visit www.Porkivore.com to build a "personalized protein plan" based on pork recipes and flavor preferences. The program includes humorous exercise recommendations such as “Tenderloin Tuck Crunches,” “Rib-raiser Lat Lifts” and “Tone-Your-Pork-Butt Leg Curls.” Consumers visiting the site can enter to win one of five 1-year memberships to a gym or workout center of the winners’ choice.
In-store point-of-sale materials for retailers to display in their meat cases include:
• Case headers
• Mini t-stand posters
• Large posters
• Consumer “take one” brochures featuring recipes and a $2.00-off coupon
“Many consumers focus on their eating habits and improving their overall lifestyle in the new year, and we want to highlight that they can continue to enjoy our Tender Choice pork products, because they are not only tender, juicy and flavorful, but also packed with a beneficial protein punch,” said Matt Novitzke, brand manager for Tender Choice pork. “Working closely with our retail partners on this promotion will help inform shoppers on the versatility and advantages of pork for their resolution regimens.”