Effies
Australia
How Australian Pork turned the tables on market share
Agency
Dig
Client
Australian Pork Limited
Awards
Bronze
Food - Packaged and Fresh
Finalist
Insight & Strategic Thinking - Campaigns $5-20 Million
Case Study
Summary
Dwarfed by chicken and beef, Australian Pork faced an enduring volume share decline. The underlying problem was clear: it lacked mental availability for everyday dinner choices. Australian Pork abandoned fragmented marketing to ruthlessly build it's association with a key category entry point - more specifically, a meal occasion: Stir Fry. A cheeky campaign personified pork through a desirable pink-suited protagonist, provoking families to "Get Some Pork On Your Wok". This disciplined focus on building pork's association with stir fry successfully turned the tables, reversing declining volume share into significant growth.
Case study
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Credits
| Rob Farmer | Chief Marketing Officer | Australian Pork Limited |
| Eunbi Lee | Head of Brand & Campaigns | Australian Pork Limited |
| Kathleen Pindsle | Head of Insights and Category Relations | Australian Pork Limited |
| Jennifer Fletcher | Retail Category Manager | Australian Pork Limited |
| Jack Terracciano | Asst. Marketing Manager | Australian Pork Limited |
| Peter Cerny | Author / Chief Strategy Officer | Dig |
| David Joubert | Chief Creative Officer | Dig |
| Lisa Ramsey | Managing Director | Dig |
| Andrew Grey | Group Account Director | Dig |
| Aimee Currathurs | Senior Art Director | Dig |
| Nick Milde | Senior Copywriter | Dig |
| Matt Kamen | Director | Electric Lime |