Dallas-based cross-cultural ad agency LERMA/ has been appointed Hispanic agency of record for the National Pork Board (NPB), following a formal review led by consultant JLB + Partners. NPB previously worked with Republica Havas on the assignment. 

Last year NPB allocated more than $22 million to domestic marketing, but precise allotments for Hispanic creative advertising and media expenditures were not immediately  available. 

LERMA/ will handle Hispanic creative, strategy, social, and paid media to help drive relevance and boost consumption among millennial and Gen Z Hispanic consumers. Work is slated to launch March 2026. 

“To drive demand and deliver results for our 60,000 pork producers, we set out to find a partner with deep cultural insight, sharp strategic thinking, bold creative vision and the courage to break convention,” said José de Jesús, AVP, consumer marketing at the National Pork Board.

Last fall NPB appointed BarkleyOKRP as its consumer marketing AOR. 

LERMA/ was founded by Pedro Lerma in 2008 as Richards/Lerma, the Hispanic marketing division of The Richards Group. In 2021 Lerma bought out The Richards Group’s interest and relaunched the agency as an independent shop. The company has worked with brands like Home Depot, Maker’s Mark, The Salvation Army, Western Union, and more.