Promoting Pork during Hispanic Holiday Season27 November 2013
US - The US Pork Checkoff is to hold a social media promotion - "21 Dias de Tradiciones Navideñas" (21 Days of Christmas Traditions) - on its Spanish-language Facebook page as part of its efforts to engage with Hispanic consumers during the holidays.
The promotion will run 1-21 December and will celebrate 21 Latin American countries in 21 days and promote pork consumption to Spanish-speaking consumers. Pork, the most consumed protein in the world, is a staple in the Hispanic culture, especially during the holidays.
"This is a fun and engaging way for Hispanic consumers to learn more about other Latin American countries' pork dishes, customs and traditions," said Jose de Jesus, director of multicultural marketing at the Pork Checkoff. "By sharing typical pork dishes, like tamales and pernil with family and friends, it will inspire Hispanics to try something new and creative."
During the Facebook promotion, fans will have the opportunity to win a $25 gift card to purchase pork by commenting on the featured recipe each day. Fans who comment on posts will be entered into the grand prize drawing - a $550 gift card for a holiday meal with family and friends.
"Hispanics are very active on social media and like to share content, so engaging them on Facebook makes sense," Mr de Jesus said.
The National Pork Board will award the grand prize on "El Día De Los Reyes Magos" (Three Kings Day) on 6 January 2014, celebrated by Latinos as the conclusion to the holiday season.
The National Pork Board's Hispanic online community encourages its online community to share recipes and exchange cooking tips with each other. Many traditional meals and new fusions of flavor will be featured daily on both its Facebook page, facebook.com/PorkMilRazones and Spanish-language website PorkElSabordeMilPlatillos.com to inspire fans to cook with pork.
TheMeatSite News Desk