Challenge: Flat sales and aggressive attacks from activists hindered the pork industry’s ability to promote its commitment to transparency, safety and quality.

Approach: APCO helped the Animal Agriculture Alliance strategize, recruit and execute a farm-to-fork experience for a dozen influential mom bloggers. Over three days, bloggers toured farms, nurseries, a processing plant and restaurants and gained a first-hand perspective of the industry’s practices and treatment of pigs.

Results: The unprecedented transparency successfully built a core of steadfast allies who enthusiastically promoted pork and discredited activists in defense of the industry. The tour experience inspired the bloggers to create original content and posts on multiple social media platforms that reached millions of followers.

Results at a Glance:
  • 17 unique blog posts or website content reaching more than 4 million people
  • More than 11 million impressions in Facebook timelines
  • More than 4 million impressions in Twitter, Instagram and Pinterest
  • 100 percent positive reaction from all participants