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National Pork Board pairs local weather, menu planning in Porkcast

The National Pork Board is pairing two popular mobile activities ? checking the weather and finding recipes ? in one new tool designed to make it easy to plan a meal based on the local forecast.

With consumers already planning their outfits and activities around the weather, the National Pork Board has launched the Daily Porkcast, a geo-location, mobile-friendly recipe tool that lives on the PorkBeinspired.com Web site. The tool provides real-time weather updates based on a user?s location and serves up appropriate recipes, whether it is barbecue pork chops on a hot day or a slow-cooked roast when the temperature drops.

?Fifty to 60 percent of all PorkBeInspired.com visitors are mobile and tablet users,? said Pamela Johnson, director of consumer communications at the National Pork Board. ?We also know that oftentimes, what people cook for dinner, or any meal, is influenced by the weather. 

?If it's a nice evening, people take advantage by cooking on the grill,? she said. ?If it's rainy and gloomy, people may be more in the mood for something warm and comforting. 

?The Daily Porkcast was developed to provide recipe inspiration for people no matter where they are or what the weather has in store.? 

Forecasting a good meal
The National Pork Board is supporting the campaign with digital advertising on Web sites where consumers will be looking for weather and/or pork recipes, such as The Weather Channel. 

Checking the weather and finding recipes are two popular activities on mobile, as users look to plan their day when they get a few minutes of downtime. By combining both of these features in one tool, the National Pork Board hopes to give consumers a reason to come back time and again by helping them fulfill both activities at once. 


Perfect day pork?
At PorkBeinspired.com/Porkcast, consumers will find recipes to fit their forecast, which will be updated daily.

The National Pork Board also has teamed up with top chefs from different regions around the country who have each created a weather zone-inspired recipe for the tool. The chefs from the Northeast, Midwest/Great Lakes, Southeast and four other regions have come up with recipes that suit their local weather. 

The themed recipes created for the new tool include Rain-or-Shine Pulled Pork and Pimento Cheese and Perfect Day Pork and Black Bean Nachos: Celebrate a beautiful fall day with these smoky, cheesy and crunchy nachos made with perfectly seasoned ground pork.


The recipes are also being featured on social media at Facebook.com/porkbeinspired and promoted on Twitter, Pinterest and on Instagram at @porkbeinspired.

?People are on the go and using their mobile devices to find both recipes and check the weather,? Ms. Johnson said. ?According to Smart Insights1, mobile digital media time in the US is now significantly higher at 51 percent compared to desktop at 42 percent.?

Final Take?
Chantal Tode is senior editor on Mobile Marketer, New York