Women are BZZing about Pork

In its first ever social marketing campaign initiative, the Pork Checkoff is working through BzzAgent - a word-of-mouth marketing firm to implement the Pork Bzz Campaign. The Pork Bzz Campaign, which began Nov. 1 and runs 10 weeks, targets Atlanta-based women ages 25-44 years young with children at home and partners exclusively with Publix® Super Markets in this target city.

"Our goal of the Pork Bzz Campaign is to increase pork consumption and positive pork perceptions among campaign participants," says Cathy Lee Fredrickson, online content manager for the Pork Checkoff. "After all, is there any better advertising than word of mouth?"

How does it work? The Checkoff turned to BzzAgent, a company that relies on everyday consumers to share information – or buzz – about products. Individuals who believe in honest, word-of-mouth conversations sign up to become bzz agents. Agents then get to discover and check out new products, services, books and other cool stuff. After experiencing a product or service, they share their honest opinions with people within their peer groups. 

Meet the Agents
The 1,000 BzzAgent volunteers are Atlanta-based women, ages 25-44 with children at home.  They represent all sorts of backgrounds and walks of life.  Volunteers are not paid, since word of mouth is genuine, natural and unforced. But there are many perks to being an Agent.

"For the Pork Bzz Campaign, our agents were sent a BzzKit containing pork recipes, cooking accessories including a pot holder and a digital cooking thermometer, tips and tools that demonstrate pork's versatility and endless menu options," Fredrickson says. "The kits also contain coupons good on any fresh pork products redeemable at any Publix Supermarket in the Atlanta area."

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