'Por Qué?' Dig Launches New Brand Campaign for Australian Pork
The pink-suited man of mystery is passionate about Pork, and wants to know why Aussies aren’t eating more of it.
Breathing new life into the long standing ‘Get Some Pork on Your Fork’ campaign, Dig was tasked with increasing awareness and saliency of pork as an everyday protein option. The campaign centres on Spaniard Ramón Jamón addressing common barriers to pork by simply asking, “Por qué?” (English translation: “Why?”).
The campaign will be launched nationally across TV, radio, OOH, press, print, digital, social, retail and PR activity.
“Pork provides a tasty twist to the everyday, which is exactly what Ramón Jamón delivers. It's been a pleasure bringing this campaign to life with the APL teams. We are confident it will deliver results for Australian Pork, and perhaps also boost sales of pink suits,” Anna Paine and Owen Bryson, Creative Directors.
"Dig have taken our already iconic ‘Get some pork on your fork’ marketing campaign, and built on it a bold new character, here to inspire Aussie families to discover the versatility of Australian-grown pork. The strength of the campaign’s new direction shone through since we first saw it and we’re very proud to be launching across the country today." Margo Andrae, Chief Executive Officer, Australian Pork Limited.
Partnering Dig on the launch has been Slingshot Media, responsible for bringing to life the campaign across all paid channels.
LBB spoke to Dig's creative team to learn more about the campaigns creation.
When asked about what inspired the creation of the character Ramón Jamón, and deciding on his appearance, the team stressed the good things about pork.
"Favour, affordability, versatility... you do wonder why it’s so far behind other proteins in terms of consumption," the team said.
"It was us asking ‘why’, that lead to the creation of Ramón. At some point ‘why?’ became ‘por qué?’"
The campaign builds on and is differentiated from the previous ‘Get Some Pork on Your Fork’ campaign, according to Dig, by taking a step back from the innuendo of yesteryear.
"93% of Aussies know the ‘Get some Pork on your fork’ tagline, so we couldn’t lose that," the team explained. "But the previous campaign was all about sexual innuendo, which worked really well 10-20 years ago. We, nor the client, wanted to rely on sex jokes to stand out. But it doesn’t hurt that our character has a face that’s nice to look at. Ramón and his ‘por qué?’ catchphrase creates a distinctive soundbite that happens to be very similar sounding to the product, and being able to mention it multiple times throughout builds memory structures, but done in a creative way."
According to Dig, Pork is Australia’s unthought of meat, with top of mind first mention sitting at 8%.
"It’s also regularly overlooked for weeknight meals and is perceived as a special occasion or celebration meat. But digging deeper into the data, we found that 81% of people are under pressure to make meal times more interesting. So by addressing some of those key barriers and positioning Pork as an easier option to substitute their usual protein, we could break the boredom of weekday meals."
