The National Pork Board had found that recently consumers were opting for less expensive cuts of meat which was cutting into total sales for pork producers. Our Cox Radio Rep Gina Honeycutt approached the Regional Sales Manager for National Pork Board with an idea to turn around this trend in Richmond.

This campaign utilized our on-air commercials, Cox website elements- banner ads, featured advertiser listings, streaming insertion, and e-newsletter blast, and real estate in a local grocery store chain to secure additional vendor partners and sponsors.

By creating a partnership with a top tier local grocery store and tying in national grocery vendors we would create excitement around using pork for your summer barbeque and in the process increase visibility and sales for complementary products such as tea and bbq sauce.

The results were a three way win. Ukrop’s Own and Smithfield Pork saw total pounds sold for the category increase 2.5% over the same time period last year (77,976 to 79,975 pounds). Pierce’s Bar-B-Que Sauce was up 45.7% over the previous six week period (877 to 1,278 units). Lipton Jug Tea was up 85.4% over the previous six week period (1,273 to 2,360 unites).