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Consumers are no longer satisfied with the idea that food simply comes from a grocery store. To further increase transparency in food origins, the Minnesota Pork Board challenged us to cultivate conversations between pig farmers and consumers.

So, we partnered with local Hy-Vee grocery stores throughout the Twin Cities to bring the pork experts right to the consumers. To promote the events, we created shareable social videos encouraging shoppers to come and ask a pig farmer their questions. Over 1 million impressions in the Twin Cities throughout October confirmed we had an engaged audience.

Pig farmers answered questions and educated consumers about everything pork during high-traffic shopping times throughout October, National Pork Month. To further increase engagement, these events featured hourly meat raffles, tasty samples and giveaways. And it worked: Pork sales averaged 10 percent higher in stores during event days.

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