CHICAGO (March 25, 2004) — The San Jose Group announced today that it has been named a finalist to receive a coveted Public Relations Society of America (PRSA) Silver Anvil award. The entry submitted was “El Cerdo Es Bueno” (Pork is Good), a public relations campaign developed for the National Pork Board.
Often called the “Oscars” of the public relations industry, PRSA’s Silver Anvil award recognizes complete public relations programs that meet the highest standards of performance in the profession.
“It is a tremendous honor for our public relations efforts to be considered for a PRSA Silver Anvil,” said George L. San Jose, President and COO of The San Jose Group. “The nomination reflects the National Pork Board’s vision to expand their reach to the Hispanic market, and our success in working closely with them to develop winning strategies,” added San Jose.
The campaign that The San Jose Group put together with the National Pork Board has created tangible results. The “El Cerdo es Bueno” campaign set out to dispel myths about health and safety concerns that Hispanic consumers associate with pork by providing relevant information about its nutritional value, as well as pork production and quality control practices in the United States.
Pre-campaign research showed that Hispanic consumers were concerned about these issues, due to prior experiences in their countries of origin. As an important component of the overall marketing campaign, the public relations program helped achieve a 200 percent increase in awareness, and consumers who were exposed to the campaign were buying about 43 percent more pork. Significant media coverage was garnered in print and broadcast in the campaign markets of Chicago, Miami, Los Angeles, Houston, and Phoenix, as well as at a national level.
About The San Jose Group
Incorporated in 1981, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Spanish-speaking Americas. Headquartered in Chicago, the Group’s expertise, services, and resources transcend domestic and international markets. More information about The San Jose Group can be found at https://thesanjosegroup.com.