Alberta Pork announces marketing partnership with Calgary Flames, Edmonton Oilers

Alberta Pork, the organization representing pork producers in the province, has announced major new marketing agreements with the Calgary Flames and Edmonton Oilers hockey clubs. The agreements are part of a high profile, broad-based marketing campaign called "Pork Sports" launched earlier this year.

The hockey agreements include prominent signage at all team games, pork products in concession areas, contests, special promotional efforts at games and major efforts on the Alberta Pork consumer Web site www.albertapork.ca, says Roy Kruse, Manager of Consumer services for Alberta Pork in Calgary. That, in turn, will be supported by a major campaign of contests, retail promotions and special events across the province.

Pork Sports was launched at the Calgary Stampeders versus Edmonton Eskimos football games in early September, says Kruse. The hockey agreements add to this and more components of the program will be announced in the coming months as this major, long-term marketing initiative is expanded.

"The sports connection is a natural marketing fit for our organization," he says. "It has a lifestyle fit because people are more concerned than ever before with health and fitness, and sports is a natural way to link with those values. Pork is a lean, nutritious protein source that meets the needs of the healthy, active lifestyle-conscious consumer of today."

From a business perspective, this is also a dramatic opportunity for product awareness with a major audience, Kruse adds. "More than 1.4 million people attend regular season Calgary and Edmonton hockey games each year with thousands more added through other games, radio and television coverage. As well, sports reaches every community making it a natural connection for the message that pork is a high-quality, nutritious food product and that the pork industry is a major economic driver of the rural economy."

While the agreement with the two hockey teams is new, it builds on highly successful efforts tested the past two years with the Edmonton Oilers, and on the ongoing market development efforts of Alberta Pork's consumer services group.

Over the past two years, Alberta Pork has worked with the Edmonton Oilers to successfully introduce new pork products, such as pulled pork, into their concessions, not only for Oilers' games, but also for other events such as concerts. That set the stage for more pork products in the food concession areas at these major sporting events in the future.

On the retail side, new in-store contests and promotions will soon be launched. Advertising for Pork Sports will lead to in-store and Web-based contests and opportunities to meet professional athletes at autograph sessions.

Pork Sports activities will be anchored at Alberta Pork's new consumer services Web site www.albertapork.ca. Designed to meet the needs of anyone who uses pork products, this site has quickly become a key way to reach consumers. Major contests and other events are planned as the Pork Sports program expands throughout the coming year.

All of this activity will link into and enhance Alberta Pork's overall consumer services programs, says Kruse. "Our consumer marketing efforts have been successfully based on direct service programs, working with the meat managers in grocery chains, in restaurants, introducing new pork products and promotional programs, and with health and nutrition professionals.

"Alberta Pork has professionals on staff in each of these areas," he says. "This is critical expertise in successfully implementing efforts such as the Pork Sports program."

Partial funding support for the Pork Sports initiative was provided by the Alberta Livestock Industry Development Fund, a major funding program designed to support a sustainable livestock industry in Alberta.

Backgrounder - "Pork Sports" marketing initiative

The "Pork Sports" program. This wholly owned program of Alberta Pork provides a business and operational structure within Alberta Pork to form partnerships in the sporting area across Alberta Pork's trading area. The trademark application for the "Pork Sports" name and logo has been filed.

The hockey agreement. Pork Sports hockey agreements are with the Edmonton Oilers and Calgary Flames hockey clubs. They include prominent signage at all team games, pork products in concession areas, contests, special promotional efforts at games and major efforts on the Alberta Pork consumer Web site www.albertapork.ca. The hockey agreement follows on the heels of similar agreements with the Calgary Stampeders and Edmonton Eskimos football clubs. More program components will follow.

Sports market impact. An indication of the marketing impact of the football program, more than 1.4 million people attend regular season Calgary Flames and Edmonton Oilers hockey games over the regular season alone. Many more attend pre-season and playoff games, or listen to games on radio or watch on TV.

Past success. The new program builds on a successful food service program with the Edmonton Oilers over the past two years which introduced new pork products such as pulled pork into concessions and suites, not only for Oilers' games but also for Edmonton Road Runner hockey games, special events such as the Tim Hortons Brier in 2005, as well as at concerts. More than 40,000 pork products were sold at these events. That includes products such as German and Italian sausages, boneless ribs, barbequed pork loin and the popular pulled pork.

Funding support. The program is funded by Alberta Pork with partial support from the Alberta Livestock Industry Development Fund, a major funding program designed to ensure a sustainable livestock industry in the future.

Pork, a natural connection with sports. The pork industry is a natural fit for the sports community. Pork is a highly nutritious, lean protein source, exactly the type of food source that fits the health conscious lifestyle of today's public as well as athletes.

The pork industry. Alberta's pork industry is a major generator of income in communities across the province. More than 1,500 pork producers produce 3.5 million hogs, making pork the fourth most valuable commodity in the Alberta economy behind beef, wheat and canola. Alberta is the fourth largest producer of hogs in Canada behind Quebec, Ontario and Manitoba.

Alberta Pork. This organization represents pork producers in the province. The Consumer Services Division, which oversees the Pork Sports program, is based in Calgary. The organization's main office and Industry Services Division is based in Edmonton.

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