The National Pork Board selected LERMA/ to lead efforts to deepen pork's relevance and boost demand among Hispanic consumers in the US. Through this partnership, the National Pork Board is showcasing its future-focused vision to place pork at the forefront of a fast-changing market.

After a national selection process led by consultant JLB and Partners, LERMA/, a cross-cultural agency which serves clients as lead AOR or multicultural AOR, stood out for its cultural depth, strategic precision and proven approach to redefining how pork connects with Hispanic families and traditions.

"To drive demand and deliver results for our 60,000 pork producers, we set out to find a partner with deep cultural insight, sharp strategic thinking, bold creative vision and the courage to break convention," said José de Jesús, AVP, consumer marketing at the National Pork Board. "This partnership lays the foundation for long-term growth in one of the most dynamic and influential markets in the US."

LERMA/ will craft and execute a campaign designed to speak directly to the heart of Hispanic culture – celebrating heritage, family, shared experiences, and the role pork plays in their lives. The agency will lead creative, strategy, social and paid media to engage Hispanic millennial and Gen Z consumers and strengthen pork's relevance among them. The campaign is set to launch in Q1 2026.

"We believe connecting with Hispanic audiences requires more than translation. It demands authentic cultural insight, bold creative, and accountable results," said Pedro Lerma, founder and CEO, LERMA/. "We are honored to help the National Pork Board modernize its reach and impact."

Source: National Pork Board