Give a Fork About Your Pork!02 January 2013
UK - BPEX is giving a sneak preview of its latest Marketing campaign, 'Give A Fork About Your Pork’.
‘Give A Fork About Your Pork’ has been developed with the aim of engaging consumers about the Red Tractor Pork brand at a critical stage in its development, ahead of the 1.1.13 legislation and in the wake of the Sainsbury's decision to remove the logo from the front of pack.
Three films featuring TV presenter and Pig Farmer Jimmy Doherty (of Jamie and Jimmy's Food Fight Club) will tell the story of Red Tractor pork production in an entertaining and accessible way, communicating the core values and benefits – such as full chain assurance, responsible farming and stringent production standards.
The films will launch on Channel 4 On Demand on 3 January and run for eight weeks.
Each lasts for two to three minutes and will be promoted via 30-second cut down versions (which cannot be skipped) to ensure maximum views of the key messages. They will also be hosted on a Channel 4 microsite which will have traffic driven to them via advertising banners throughout C4OD and the Lovepork Youtube channel. Social media will play a key role in promoting the films, mainly via a Lovepork Facebook competition page where consumers will be able to win pork and sausage hampers.
BPEX Interim head of Marketing Karen Hughes said: “The campaign strapline is 'Give a Fork About Your Pork'. This message seeks to prompt people to think about what they are buying, then make a conscious decision to choose Red Tractor pork - which in turn will help to support the British pig farmers.
“A recent survey that we undertook told us that people are willing to back Britain’s pig farmers and this will point them in the right direction.“ Jimmy is the perfect spokesperson as he is a celebrity pig farmer who is passionate about British farming and is also a Red Tractor farmer.”
Click here to view all three films.
TheMeatSite News desk