Page 12 - Australian Pork Newspaper

PorkStar creating value during COVID-19
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COVID-19 restrictions cuts they may have had tive and media value, but
forced many restau- rants to close but Pork- Star chefs opened their homes and created pork recipe content that con- sumers loved.
in their freezer after the panic buying.
cost APL less than a twen- tieth of that.
Coming soon: podcast conversations to chal- lenge industry norms
It was a challenging time, though manager of APL’s foodservice in- fluencer brand PorkStar, Kylie Roberts, found op- portunities.
While both chefs could easily attract a premium due to their profile and skill, their love of pork and PorkStar meant they were happy to provide high-quality content at a highly discounted rate.
APL is about to hit ‘re- cord’ on conversations with local and interna- tional experts in the food industry that will tran- scend the spaces in which APL has traditionally played, and challenge and disrupt existing views.
Supporting out-of-work hospitality employees was a priority, so she es- tablished Hospo4Hospo to serve up pork meals from restaurants who had swapped to takeaway models.
Both PorkStars went even further, delivering additional videos with no cost to Australian pork.
The program pivoted again to put pork on the menu as restaurants reo- pened.
More than a million people have watched the videos on APL and the chefs’ own social media, with recipes in- cluding Adrian’s crack- ling and roast, and Colin’s schnitzel and meatballs.
The new podcast is a complement to the future- focused five-year APL Strategic Plan and chal- lenges the norms of our industry.
PorkStar’s success lies in its relationships, so when chefs suddenly found themselves at home with more time on their hands, Kylie picked up the phone.
The exposure for Aus- tralian pork increased even further when Colin used a Coles “What’s for dinner?” TV spot to fea- ture pork mince.
Season one – co-hosted by APL Chair Andrew Baxter and general man- ager of Business and In- novation Mitch Edwards – will launch in September and will be available via Spotify, Apple podcasts and APL channels.
High profile chefs Colin Fassnidge and Adrian Richardson were tasked with producing recipe videos in their own homes, showing con- sumers how to cook pork
The segment ran na- tionally twice during the evening news and was amplified through the su- permarket’s social pages and taste.com.au
Keep an eye on the APL Facebook page for information on upcoming guests and email ashley. gray@australianpork. com.au to suggest ques- tions for guest experts.
In just four months PorkStar relationships have generated more than $300,000 worth of crea-
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Page 12 – Australian Pork Newspaper, August 2020
www.porknews.com.au