Signal Theory starts comms support for National Pork Board
The Signal Theory and National Pork Board logos.

Firm to develop tailored campaigns for regional pork associations that unify branding and provide overall marketing support to national pork industry

Signal Theory is the new marketing communications partner for nine Western state associations of the National Pork Board (NPB), a producer-led organization focused on research, promotion of the pork industry and consumer education. 

The firm will support the pork associations of Arizona, California, Colorado, Idaho, Montana, Oregon, Utah, Washington and Wyoming on state-level campaigns that adapt core NPB messages of sustainability, animal well-being and modern farming practices to regional audiences.

To understand what will resonate with each state’s multiple audiences, Signal Theory will conduct stakeholder interviews and define audience targeting strategies. This foundation will guide campaign concepting, planning and implementation. In addition to state-specific messaging and creative development, Signal Theory will provide ongoing public relations, paid media and issues management support for the state pork associations. 

“Food and agriculture are two of our firm’s primary focus areas, and we have extensive experience with swine in particular,” said Ali Mahaffy, co-CEO of Signal Theory. “We’re ready to dig into the work, uncover human insights and help our new partners promote pork in their respective regions.” 

Signal Theory’s partnership with the NPB state associations begins in July 2023. It’s the latest addition to a growing client roster spanning the foodways system, from animal health and agriculture to restaurants. 

Current foodways clients include Agriculture Future of America, AgroLiquid, AgReliant, John Deere, Merck Animal Health and SONIC Drive-In.

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