In an effort to build consumers’ comfort with cooking pork, the Ohio Pork Council partnered with four other state pork associations to create sixteen videos featuring step-by-step instructions for cooking pork recipes.
When the modern consumer has questions about food or cooking, they often turn to the Internet for answers. With that in mind, coupled with the fact that YouTube is the second largest search engine in the world, OPC has made an increased effort to create video content designed to help increase the demand for pork, by providing useful online resources related to cooking.
“Research shows that the Internet is a primary source of information for many food purchasers,” said Jennifer Keller, Director of Marketing and Education, Ohio Pork Council. “When people search the internet for information they use key phrases like “how to…” we want helpful and accurate information to be ranked higher in these searches.”
The Ohio Pork Council, in partnership with the Iowa Pork Producers Association; Missouri Pork Producers Association; Illinois Pork Producers Association; and Kansas Pork Association, has taken advantage of the opportunity to create short “How to Cook Pork” videos; creating videos such as “How to Make a Pork Roast,” “How to Make Carmel Apple Pork Chops,” “How to Make Quick Pork Fajitas,” and “How to Make Candied Bacon.”
Sixteen professional videos, each featuring a pork recipe and cooking tips to help the viewer succeed in preparing tender, juicy, delicious pork, have been posted to YouTube and promoted through various forms of advertising. One advertising method being utilized is purchasing ads to feature the videos on YouTube, causing the videos to be displayed higher in the search ranking. A benefit of advertising on YouTube is that the views continually accumulate and grow over time making the video and channel more legitimate. As of mid-December the videos have been viewed over 38,000 times.
The “How to Cook Pork” videos are also being promoted with commercials on Pandora Online Radio. The ads feature both an audio and a visual component and will be targeted to women across Ohio.
In addition to how to prepare the recipe, the videos also explain how to use a meat thermometer, how to select pork in the grocery store and how to handle pork while cooking.
While producing the videos, each recipe was photographed, so that the still image may be used in the OhioPork.org recipe database and to accompany the video link in social media posts, blogs, etc.