The National Pork Board is responsible for communicating with pork producers and promoting the benefits of pork to the public. In 2010 the National Pork Board conducted extensive audience research and concluded it was time to evolve their brand from "Pork, The Other White Meat" to "Pork, Be Inspired". The new positioning has resulted in a new campaign and a new website. As The National Pork Board's digital agency of record, Atomic Playpen worked closely with The National Pork Board to extend the campaign to the new website. Atomic Playpen incorporated a "southern kitchen" feel into the website and also identified ways to enhance the user experience throughout the website. A video player was also added to the homepage enabling the user to cycle through numerous cooking videos quickly. Over 3,000 recipes are available on the site, and users can rate recipes, save the recipes to their online recipe box and watch preparation videos. The website was developed on C4 CMS and is fully content manageable by The National Pork Board marketing team. A mobile version of the site was also created. Atomic Playpen digital agency services included: Strategy, Information Architecture, Copywriting & Design, Development, C4 Content Management, and Hosting.