NPB is making significant strides in connecting with diverse audiences through its multicultural marketing initiatives. By leveraging strategic partnerships, targeted campaigns and engaging content, NPB has successfully increased pork sales and expanded its consumer base, introducing pork to new households and communities. 

African American Market Success

From October to December 2024, NPB’s personalized online advertising efforts have shown outstanding results. Nearly $370,000 in pork sales were generated through shoppable programmatic advertising with leading national retailers, which allows consumers to buy products directly from the ad.  

Social media platforms have also played a pivotal role in engaging the African American audience. NPB’s Soulful Pork channels experienced significant growth: 

  • Instagram: Grew to 18.2K followers, an increase of 9.8K in 2024. Holiday-themed content since November has reached over 693,000 views.  
  • TikTok: Achieved a 23% increase in followers in 2024, growing to 8.2K. Holiday content on TikTok since November has attracted 882,600 views.  

Hispanic Market Achievements

NPB’s efforts in the Hispanic market have also delivered strong results. Shoppable display campaigns with leading national retailers wrapped up in December 2024, driving engagement through impressions and clicks. Instacart’s inaugural campaign exceeded industry benchmarks with a strong return on investment, generating $968,860 in fresh pork sales. Over 56.6% of these sales came from new customers, showing the campaign’s effectiveness in introducing pork to new households.  

The Hispanic audience’s engagement on Pork Es Sabor social media platforms remained robust: 

  • TikTok: Expanded to 10.2K followers, gaining 8.3K in 2024.  
  • Instagram: Increased to 17.8K followers, adding 2.6K in 2024.  
  • Facebook: Grew by 26% compared to 2023, reaching 175K followers.  

A Path Forward

These results highlight the power of multicultural marketing and the opportunities it creates to connect with key demographics. Multicultural marketing is a prime example of how targeted efforts can build a bigger appetite for pork. As NPB continues its work in 2025, these strategies will complement the launch of a new, broader consumer campaign aimed at driving market growth and elevating pork’s position among American consumers. 

Learn more about the new consumer campaign that will be launching soon.