• March 7, 2005

The National Pork Board, which sponsored the famous "The Other White Meat" ads, announced Friday a new consumer ad campaign--elevating its "The Other White Meat" tagline to brand status, and introducing a new tagline: "Don't be Blah."

The campaign--which has print, radio, television, and online components--is national, with testing in six major markets: Chicago, Dallas, Atlanta, Denver, Philadelphia, and Sacramento.

The online component of the campaign will include five different ads, featured on major sites such as FoodTV.com, Google.com, iVillage.com, Yahoo.com, and Overture.com. Two of the ads will stream the TV spots and link to the campaign home page, www.theotherwhitemeat.com. Several others will allow users to send pre-recorded messages to friends' and family members' phones, urging them to use pork in their mealtime routine.

--S.G.