LERMA/ Selected as the Hispanic Agency of Record for National Pork Board

LERMA/ Appointed as Hispanic Agency for National Pork Board

In a significant move aimed at boosting pork consumption within the Hispanic community in the United States, the National Pork Board has officially chosen LERMA/ as its agency of record (AOR). This collaboration marks an exciting chapter in pork marketing, emphasizing cultural relevance and strategic outreach to a vital demographic.

The choice of LERMA/ follows a comprehensive selection process led by JLB + Partners, showcasing LERMA/'s deep cultural insight and exceptional strategy that resonates with Hispanic families. José de Jesús, AVP of Consumer Marketing at the National Pork Board, outlined the board's goals: "To drive demand and deliver results for our 60,000 pork producers, we set out to find a partner with deep cultural insight, sharp strategic thinking, bold creative vision and the courage to break convention."

The partnership is built around the common goal of modernizing the perception of pork among Hispanic Millennials and Gen Z. LERMA/ plans to launch an expansive marketing campaign in Q1 of 2026. This initiative will celebrate Hispanic heritage and family values while underlining the integral role pork plays in their culinary experiences.

"Connecting with Hispanic audiences requires more than merely translating messages; it calls for genuine cultural understanding, bold creativity, and measurable outcomes," stated Pedro Lerma, Founder and CEO of LERMA/. This commitment to authenticity is crucial in standard marketing practices that often overlook the nuances of cultural engagement.

With their innovative strategies, LERMA/ aims to reshape how pork is viewed and consumed by connecting with audiences in a meaningful way. The agency's approach will involve a multifaceted campaign that encompasses various channels, including creative ads, social media interaction, and paid promotions, all tailored to resonate with younger consumers.

Beyond marketing, the National Pork Board emphasizes its mission to sustain both the quality of pork production and its environmental impact. The Pork Checkoff program, which funds educational and promotional activities related to pork, is an initiative aimed at enhancing the industry’s sustainability practices. This program reflects a growing recognition of the importance of environmental stewardship and consumer transparency.

The foundational goal of this collaboration between LERMA/ and the National Pork Board is not just to increase sales, but to deepen the connection that Hispanic consumers have with pork products. This approach is essential in forging a lasting bond between the pork industry and a community that values tradition, family, and culinary heritage.

In a marketplace that is rapidly evolving, the leaders at the National Pork Board are making strategic investments to capture the loyalty of particularly influential consumer groups. By partnering with LERMA/, they are positioned to make a substantial impact, ensuring that their message reaches the hearts of those who cherish food culture and family gatherings.

As this partnership unfolds, the focus will continue to remain on engaging Hispanic consumers authentically, showcasing pork not just as a product, but as a part of life’s shared experiences and celebrations.

For any media inquiries regarding this partnership, Toni Lee can be contacted via the provided details, showcasing openness in discussions about this important collaboration.