The campaign was paid for using a checkoff fee (tax) collected from the initial sale of all pigs and pork products, including imports.
[citation needed] Medical researchers and the United States Department of Agriculture classify pork as red meat.
[1] The program's television ad campaign began on March 2, 1987, with a series of advertisements that pitched pork as a white meat alternative to chicken or turkey, offering entrees such as cordon bleu, kabobs and pork à l'orange.
It's What's for Dinner" campaign from the National Cattlemen's Beef Association, and the $112 million spent on ads for branded chickens.
[2] Print ads have encouraged consumers to rethink the way they prepare meals, including an ad written in the style of an obituary that depicts a woman who is mourning "the passing of her long-lived tuna chow mein casserole recipe", which will be replaced "by a new recipe for Orange Glazed Pork Tenderloin".