The Pork Board asked VML to develop a campaign targeting younger Gen Z and Millennial consumers. Decades of marketing pork as "the other white meat" have led to generations of new cooks who perceive pork as bland, similar to chicken. This campaign focused on pork's natural umami. Pork itself brings significant flavor to a dish; everything else added is simply a bonus.
Team: GCD Amy Wybo, CD/AD/ Flora Caputo, CD/Writer Natalie Capoccia