A Cheeky Double-Entendre Put On Full Display.
| Client | Ontario Pork |
| Work |
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Challenge
Consumers were overlooking pork's versatility, unaware of its delicious potential.
Pork, the other white meat, is as delicious as it is versatile, but it's often bypassed in favor of more common meat choices. So how do you get an audience to consider purchasing pork more frequently?
Strategy
Merge humor with a little "spice" to make pork the talk of the town.
There are many ways to prepare a delicious pork meal, or said more succinctly, "there are many ways to pork." This phrase laid the foundation for an innuendo-rich consumer campaign that was sure to raise a few eyebrows.
Results
Our pork-focused campaign videos sizzled, garnering a whopping 8.3 million views.
Our campaign cooked up a storm of positive feedback, leading to a fourfold increase in recipe site visits. Proof we whipped up an appetite for pork, while simultaneously giving Ontario Pork a boost in consumer awareness.
The creative approach on this campaign was a real winner. Response has been overwhelmingly positive.
Stacey Ash, Director of Marketing Ontario Pork
One of the keys to success was getting the right actors to deliver the story, and make the food look amazing.
Pork is bacon, sausage, ribs, chops, tenderloin, roasts, belly... the list goes on. Pork is so versatile that the options are endless. The brand just needed something attention-grabbing to connect with consumers.
While humour works well for a variety of marketing platforms, it's especially suited to social media. Amusing content just gets more action and attention.
Gerald Schoenhoff, Chief Creative Officer Ontario Pork
