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, and people don’t know how to cook it
Solution:
Use the hook of January when consumers reappraise their health to encourage them to consider pork as a healthy alternative
Innovative communications:
Worked with Dr Christy Fergusson, AKA The Food Doctor, and celeb chef Nadia Sawalha to develop the Eat Yourself Happy programme, which included the creation of the first ever genuine Happy Meal. Recipes and interviews were placed in consumer and news titles, and video content was recorded and seeded on national media channels
Business growth?:
Traffic increased to the main www.putporkonfork.co.uk website while healthy pork recipes appeared in more than 20 press articles and online outlets during January, promoting the health benefits
Posted by James on March 23rd, 2012
