With Christmas around the corner, Australians are determined to reconnect with loved ones after another year affected by COVID-19. But despite eased restrictions, uncertainty around interstate and international travel will continue the trend towards entertaining at home. Which means big opportunities for Australians to celebrate the festive season with pork.
This year, the Australian Pork Limited marketing team are making sure Christmas is complete with roast pork and crackling. Consumers will see bubbling, golden and crispy crackling on free-to-air TV advertising. They’ll also be able to get perfect crackling tips via pork.com.au and when listening to the radio at peak driving times. Running between December 6-24, the campaign will see roast pork advertising across multiple media touchpoints in and around shopping centres.
APL marketing campaigns will also reach Australians nationally through catch-up and online TV, YouTube and radio streaming. As always, ham made from Australian pork will have its turn to shine on the festive table. Public relations activities will target pre-orders for Christmas hams at local butchers and highlight bang for buck at the supermarket to support a range of household budgets. Inspiration on social media will also prompt consumers to look for Australian ham and try non-traditional cuts of pork for festive entertaining, such as pork belly bites. The Christmas campaign will also launch on Pinterest this year for the first time, with sponsored roast pork advertisements, and Christmas entertaining and glazed ham recipes that point to pork.com.au
APL’s category marketing will be aligned through retail channels and brand activity to reach the consumer at home – from the point of meal planning all the way through to the point of purchase. Partnerships with butchers, Woolworths, Coles, Aldi, Drakes and Harris Farm will ensure Australian pork has presence in the Christmas offering – no matter where it comes from.
These targeted activities over the Christmas period will create mouth-watering festive season inspiration that will take over the Yuletide table. With offerings such as roast pork and crackling, the classic Australian Christmas ham and even pigs in a blanket, we’re getting more pork on forks this festive season. Look for our Christmas campaign sales results in the February issue of this publication.