CHICAGO (June 16, 2005) — The Publicity Club of Chicago‘s (PCC) Golden Trumpet Awards recently recognized The San Jose Group for its work on The National Pork Board‘s Hispanic marketing and public relations campaign, titled “El cerdo es bueno” (Pork is Good). Chosen from among hundreds of entries, the “El cerdo es bueno” campaign received a Silver Trumpet, which honors the most creative and effective public relations programs of the past year.
“We are grateful that this program has been recognized by the Golden Trumpet Awards for the third consecutive year,” said George L. San Jose, president and COO of The San Jose Group. “This truly reaffirms the value of our Client’s commitment to this program and to expanding its reach to meet the growing needs of our target market.”
Since 2002, the “El cerdo es bueno” campaign has dispelled myths about health and food safety concerns that Hispanic consumers have traditionally associated with pork. The integrated PR and marketing campaign has included an intense media relations effort, backed by credible sources such as a celebrity chef and dieticians enlisted by SJG and The National Pork Board to provide culturally relevant information on pork’s nutritional value, as well as pork production and quality control practices in the United States.
As an important component of the overall marketing campaign, the public relations program helped increase pork consumption among Hispanic consumers across multiple target markets by 31%. To date, the campaign has garnered eight domestic and international awards including, IABC’s Gold Quill, PRSA’s Award of Excellence, PR News Platinum Award and last year’s PCC Golden Trumpet.
About The San Jose Group
Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets.For more information, visit www.thesanjosegroup.com.