Year of the Pig.The National Pork Board has teamed with La Choy La Choy is a brand name of canned and prepackaged Chinese food ingredients. The brand is currently owned by ConAgra Foods.
La Choy was founded in 1922 by Dr. Ilhan New (유일한), later founder of Yuhan Corporation in Korea and Wally Smith, from the in a national promotion for fresh pork and La Choy sauces and products this month in celebration of the Chinese New Year Chinese New Year (Simplified Chinese: ; Traditional Chinese: ; Pinyin: Chūnjié), or Spring Festival 4075, the Year of the Pig.
"The Year of the Pig only comes around once every 12 years, so we really wanted to take advantage of this event," says Karen Boillot, director of retail marketing for the National Pork Board in Clive, Iowa. "This promotion works well because fresh pork works so well in combination with many Asian flavors. Partnering with a major brand like La Choy brings great strength to the program."
The cornerstone of the campaign is a satellite media tour, including TV and radio stations across the country. The tour features Corinne Trang, a well-known cookbook author and expert on Asian culture. She will provide easy Asian meal tips and recipes, including Teriyaki ter·i·ya·ki
A Japanese dish of grilled or broiled slices of marinated meat or shellfish.
[Japanese : teri, glaze + yaki, to broil.]
Noun 1. Pork Lettuce Wraps and Pork and Vegetable Stir-Fry. Consumers will also see an on-pack recipe for the wraps on heads of lettuce throughout targeted retail accounts.
The campaign is being supported with a Sunday newspaper insert featuring a recipe and a coupon, and a Chinese Favorites recipe book to be merchandised at checkout. In-store materials include tear pad recipes with coupons for $1 off fresh pork and meat case cards to spark consumer awareness.
For more information, visit www.pork.org.