Benestar Brands

We collaborated with Benestar Brands to create a new brand of pork rinds that would introduce a modern perspective and elevated taste to a traditional category.

Capabilities

Positioning
Consumer Research
Brand Identity
Packaging
Photography
Social Media
Web Design

Challenge

Pork rinds are the fastest-growing salty snack, yet the category had seen little innovation. As the largest manufacturer of pork rinds in the U.S., Benestar Brands was looking to disrupt the category with a contemporary and premium pork rind tailored to today’s adventurous flavor-seeking consumer.

Action Taken

DuPuis partnered with Benestar to create a new brand that would capitalize on the growth of pork rinds and discerning palettes. We conducted consumer research to ensure our positioning was compelling and distinguished from the other pork rinds in their portfolio. We created packaging that centered on taste and texture experience, leveraging elevated photography, and was designed for culinary eaters. We then developed assets to bring PÖRQ to market and launched a social media program.

Results

PÖRQ successfully launched in Q1 2020 in Walmarts nationwide, and quickly expanded to Target. In support of this launch, we established PÖRQ’s social media presence and created its website.