Situation:
Food giant VION wanted to build its reputation as market leader in pork amongst the retailers
Problem:
Grow the category in the face of consumer perception that pork isn’t healthy, that traditional cuts are deemed old fashioned, and people don’t know how to cook it
Solution:
Created a category-wide campaign – Put Pork On Your Fork, fronted and launched by Jimmy Doherty, from Channel 4′s Jimmy’s Farm.
Innovative communications:
Produced the One Pig Weekend event, encouraging the public to dedicate one weekend in July to eating pork. Finn developed and photographed a series of new, modern pork dishes, supported it through competitor targeted PPC advertising and traditional media relations, and then enticed consumers to get involved and share through their own social media channels.
Business growth?:
Asda liked the campaign so much they backed Put Pork On Your Fork, up-weighting in-store presence through on-pack stickers and POP literature, all driving sales, while Jamie Oliver picked up One Pig Weekend through Twitter helping to swell consumer involvement in the July event.
Posted by James on October 20th, 2011
