Marketing campaign aims to reverse declining consumption trends by revitalizing pork’s image among U.S. consumers.

The pork industry will soon launch a new consumer-focused marketing campaign that puts flavor first and celebrates the versatility of pork, from chops to bacon and everything in between. This new effort, previewed at the Iowa Pork Congress last month, aims to counter declining consumption trends and revitalize the image of pork in the American diet.

“This is a transformational time,” said David Newman, senior vice president of market growth at the National Pork Board (NPB). “We can turn this thing around … in the next three to five years.”

The new campaign is set to launch in late spring and marks a significant shift in the industry’s...