Australian Pork Limited, the national representative body for Australian pig producers, tasked Dig with increasing awareness and saliency of pork as an everyday protein option. To do so also required Dig building meaning into the long standing ‘Get Some Pork on Your Fork’ campaign. The line, which first went to market in the early 1990s, is still recognised today by over 90% of Australians.
In the first 4 weeks since launch: Prompted advertising awareness at highest levels seen since 2018, lifting 6% points since the pre campaign read at 19% in March 2024 to 25% in July 2024. This sees pork highest out of all the proteins with chicken at 16%, beef at 13% and lamb at 12%.
Fresh pork saw a 2.8% volume uplift in the four week period to 14 July 2024 versus same time last year. With the volume achieved being the highest of the last 3 years for the same four weekly time period. 2.8% equates to 140,000kg of fresh pork.
Fresh pork saw a 1.9% increase from the period prior (4 week ending 16/06/24) Average price for pork was up 1.3% vs same time last year, which makes the 2.8% volume uplift even more impressive.
The new brand campaign centred on introducing a new character, spicy Spaniard, Ramón Jamón to the Australian people. The pink-suited man of mystery is passionate about Pork, and wants to know why Aussies aren’t eating more of it. The campaign unfolds with Ramón arriving in Australia and swiftly dropping into Aussie homes and supermarket aisles, addressing common barriers to pork by simply asking, “Por qué?” (English translation: “Why?”).
The campaign was launched nationally across TV, radio, OOH, press, print, digital, social, retail and PR activity. The campaign launched with a 45 second film, directed by Lachlan Dickie. The film was supported with a 30 second cutdown, and a standalone 15 second. The stills photography was shot by Troy Goodall.
Radio ads, voiced by Ramón himself, were produced at Rumble Studios and aired nationally. To further build on the character and campaign platform, Dig also filmed a range of fun outtakes of Ramón especially for social, which have been met with huge levels of engagement, especially on TikTok.
We also partnered with JCDecaux to develop special Out of home sites in Sydney and Melbourne, specially designed to make you feel at home in Ramón’s own casa. The special sites also dispensed recipe cards for a range of super tasty pork dishes from schnitty to spag bol.
