New Campaign Brings Together Pork and Everyday Tradición for Hispanic Gen Z and Millennials

New Campaign Brings Together Pork and Everyday Tradición for Hispanic Gen Z and Millennials

On this page:

• Hispanic Consumer Market: High Value, Greater Opportunity
• Introducing Explora Todo El Gusto Del Pork™
• Building on Taste What Pork Can Do® Campaign
• Connecting Pork and the Hispanic Consumer

The National Pork Board recently launched a data-backed brand campaign focused on connecting with U.S. Hispanic consumers, specifically Mexican Americans, and connecting their current eating priorities with the rich tradition of pork in their culinary culture. I'm incredibly excited about this effort, as it combines my professional passion for helping consumers discover the taste, flavor, and versatility of pork with my personal heritage and pride as a Latino. 

Today's younger Mexican American consumers are seeking ways to honor tradition while navigating faster-paced, modern lifestyles. Many traditional dishes feel time-intensive, but the desire for those familiar flavors is strong. Pork remains a central part of many Hispanic traditions; however, we have an opportunity to demonstrate how it is more accessible than many consumers think.

Hispanic Consumer Market: High Value, Greater Opportunity

According to the Latino Donor Collaborative¹, Hispanic purchasing power reached $4 trillion in 2025. The U.S. Hispanic market represents five percent more buying power than Texas and is equivalent to the 5th largest GDP in the world.²

With this purchasing power and pork already deeply embedded in cultural food traditions, Hispanic consumers represent a primary driver of future domestic demand. This underscores the importance of connecting authentically with this audience.

Hispanic Gen Z and Millennial consumers make up roughly 40%³ of the 68 million Hispanic population in the U.S. - representing one of the most important and fastest growing consumer bases to build long-term value for pork. Also, younger Hispanic consumers are increasingly shaping food trends that blend heritage with modern lifestyles.

We see three key insights shaping the Gen Z and Millennial Hispanic consumers' relationship with pork:

• Comfort in cultura: Hispanics are making choices that reinforce feelings of belonging and a taste of "home."
• Seeking everyday tradición: Hispanics crave authentic meals that fit dynamic lifestyles, leaving classic pork dishes relegated to special occasions.
• Gusto multitasker: Pork is a taste multitasker, fueling a new generation of bicultural/bilingual Hispanics' contemporary cravings.

Introducing Explora Todo El Gusto Del Pork™

The meaning of "gusto" in the tagline captures the exploration, adaptability, and cultural pride that pork embodies alongside many Hispanic flavors and food experiences. It celebrates pork's place in cherished dishes while demonstrating how easy it can be to create meals that connect generations and keep traditions alive. "Gusto" is not just about taste, but also evokes emotion - connecting pork with a passion and enjoyment from food that connects with culture.

Many Hispanic consumers are bicultural, blending the comfort of familiar recipes with new, everyday traditions. Pork meets them there as a "taste multitasker" that delivers bold flavor, versatility, balance, and convenience while honoring heritage and fueling new cravings.

Building on Taste What Pork Can Do^® Campaign

Explora Todo El Gusto Del Pork™ is grounded in the same consumer-driven strategy that powers the Taste What Pork Can Do® domestic consumer campaign.

Both efforts prioritize Millennial and Gen Z consumers who value convenience and flexibility in how they eat. In fact, 52% of Millennial and 58% of Gen Z Hispanics eat snacks as a replacement for meals both at home and work.⁴

The importance of this complementary effort is the opportunity to lean into the flavor, nostalgia, and the emotional connection to heritage for the Hispanic market. The use of "gusto" reinforces the shared focus on taste while deepening relevance for Hispanic audiences, and the campaign content reflects how consumers interact and engage in their daily lives.

Connecting Pork and the Hispanic Consumer

This campaign builds on an existing affinity and cultural connection to pork, while advancing the perspective of pork into new ways of eating and current lifestyle rhythms.

Combined with a targeted, data-driven approach, this campaign represents a meaningful opportunity to drive demand in key markets and maximize impact for America's pork producers.

The campaign will build momentum in major markets including Los Angeles, Phoenix, Dallas, Houston, and Chicago with culturally specific messaging. These markets collectively represent the largest concentration of Mexican Hispanics ages 18-49. Through social and digital platforms, the campaign will bring culturally relevant messaging to life, including a partnership with actress Paulina Chávez, to celebrate pork's flavor and cultural roots.

This marks a renewed commitment to growing alongside one of pork's most important consumer groups, reflecting who Hispanic consumers are today and where they're going.

The campaign is new, but its ultimate goal is not. We remain laser-focused on our strategic goal to drive long-term demand for pork.

Learn more about the new campaign. Con mucho gusto.

Sources:

1 The 2025 Official LDC U.S. Latino GDP Report™ - Part One - Latino Donor Collaborative

2 The 2025 Official LDC U.S. Latino GDP Report™ - Part One - Latino Donor Collaborative

3 Hispanic Population is Younger But Aging Faster

4 2025 Hispanic Consumer, Pork Checkoff Business Intelligence; LERMA/ Consumer Interviews