Land of 10,000 lakes? More like land of 3,000 pig-farming families.
When the Minnesota Pork Board tapped broadhead to drive pork consumption, we took a two-fold approach to connect the dots between farm and table with a “Meat of the North” documentary and a series of #PorkPlease videos.
![Minnesota Pork Board campaign image with branded cutting board, cheese and pasta](https://broadheadco.com/wp-content/uploads/2023/01/minnesota-pork-board.jpg)
![Minnesota Pork Board campaign recipe image of rosemary pork chop](https://broadheadco.com/wp-content/uploads/2023/01/Minnesota-pork-board-Rosemary-Pork-Chop.jpg)
![Minnesota Pork Board campaign recipe image of BBQ pork mac and cheese](https://broadheadco.com/wp-content/uploads/2023/01/Minnesota-pork-board-BBQ-pork-mac.jpg)
![Minnesota Pork Board campaign recipe image of gnocchi bolognese](https://broadheadco.com/wp-content/uploads/2023/01/Minnesota-pork-board-Gnochhi-Bolognase.jpg)
The integrated campaign, including short, social recipe videos (that garnered an engagement rate 64% higher than industry average) and a documentary about Minnesota’s pork industry, aimed to highlight the real lives of pig producers and inspire consumers with new ways to cook with pork.
![Minnesota Pork Board campaign behind-the-scenes image of people at a picnic shelter](https://broadheadco.com/wp-content/uploads/2023/01/Minnesota-pork-board-Meat-of-the-north-BTS.jpg)