“Again! … I guess we could make it a quickie.”
In January 2020, Australian Pork Limited launched for the first time its cheeky advertising campaign showcasing pork as quick and easy to cook. However, with COVID-19 changing the world around us and with Australia thrown into lockdown, consumers’ shopping behaviours shifted.
Supermarket meat cabinets emptied, suggesting Aussies were stockpiling pork in their fridges and freezers – even those who were unfamiliar with pork or had not previously purchased it. The decision was therefore made to postpone the ‘quickie’ campaign activities and prematurely remove the ads from air.
Instead, the marketing team at APL refocussed their efforts and adapted to the change in circumstance. With people spending more time and meal occasions at home, APL increased its focus on inspiring audiences with recipe ideas and tips on how to cook the pork they already had on hand. With the rollercoaster year that was 2020 behind us, APL are ready for a relaunch.
The new year means new tactics for APL’s quick and easy campaign, and while last year’s ads featured pork steak for barbecue season, the revised versions highlight the variety pork brings to the family dinner table. The ending has been tweaked to showcase three new pork everyday meal options – spaghetti bolognaise, tacos and schnitzel. Highlighting the fact pork offers a great substitute for family favourites, already on the repertoire in many Australian households.
“It’s so quick and easy to give your old family favourites a delicious new twist.”
“Just get some pork on your fork.”
Now on air, the ads will run nationally across free-to-air TV, subscription TV, radio, social channels and online video, and are in keeping with APL’s iconic cheeky tone – offering a light but education-focussed message. To see the ad, visit https://youtu.be/oJztBiIfJvQ or to check out APL’s ‘quickie’ recipe collection head to pork.com.au
Australian Pork Newspaper
A national newspaper dedicated to the pork industry
