#USA #Dallas #National Pork Board #LERMA/ #Pork Campaign

LERMA/ Partners with National Pork Board to Elevate Pork's Appeal Among Hispanic Consumers

DALLAS, November 5, 2025 — The National Pork Board has officially announced that LERMA/, a multicultural advertising agency, will take the reins in a new initiative aimed at increasing the relevance of pork among Hispanic consumers across the United States. This partnership is set against a backdrop of a dynamic and ever-evolving market where understanding cultural nuances is crucial.

After a competitive pitch process led by the consulting firm JLB + Partners, LERMA/ distinguished itself through its deep cultural insights and strategic precision. This agency has a track record of reshaping how brands resonate with diverse audiences, particularly in the Hispanic community. José de Jesús, the assistant vice president of consumer marketing at the National Pork Board, stated, "We wanted a partner who possessed an intrinsic understanding of cultural dynamics and could deliver bold, responsible results. This collaboration lays the groundwork for sustainable growth in one of the most influential markets in the U.S."

With a focused approach, LERMA/ aims to develop and execute a campaign that speaks directly to the Hispanic community. By celebrating heritage, family values, shared experiences, and the role of pork in traditional dishes, the campaign seeks to strengthen the connection between the meat and its consumers. This will be particularly aimed at engaging millennial and Gen Z Hispanics, ensuring that pork becomes a staple in their culinary repertoire.

"Engaging the Hispanic audience goes beyond mere translation; it requires an authentic cultural perspective, bold creativity, and accountable outcomes," remarked Pedro Lerma, the founding CEO of LERMA/. The agency is set to launch the campaign in the first quarter of 2026.

National Pork Board’s Mission

The National Pork Board plays a critical role in guiding research, promotion, and consumer information funded through the Pork Checkoff program. This program strives to maintain communication between pork producers and consumers while promoting national and state-level initiatives in areas like marketing, education, and sustainability. Over the last 50 years, the industry has made significant strides in environmentally sustainable pork production, displaying a commitment to minimizing environmental impacts.

Through the Pork Checkoff Legislative Program, pork producers invest $0.35 for every hundred dollars of pigs sold, with importers contributing a similar amount. The funding supports educational and marketing efforts that aim to sustain the viability of pork as a healthful and desirable food choice.

For producers seeking further information about the Checkoff-funded programs, they can reach the Pork Checkoff Service Center at (800) 456-7675 or visit www.pork.org.

Conclusion

As the landscape for consumer preferences shifts, the partnership between LERMA/ and the National Pork Board marks a significant step towards modernizing the approach to reach Hispanic consumers. With a robust campaign on the horizon, the agencies are poised to redefine how pork is perceived and consumed in the multicultural tapestry that is the United States.