Australian Pork ad: “I porked him”

Australian Pork has launched a new TV ad featuring a woman telling her friends how her relationship with her partner has never been better after she “porked him”.

The latest ads also brings back Australian Pork Limited’s (APL) well-known “Get some pork on your fork” tagline.

APL has described its new ad as “romancing pork through unique Australian humour that promotes the leanness and high nutritional properties of pork”.

The scene shows the character Jude talking to her three female friends in a cafe. When one friend asks how things are going with ‘Rob’, she says “Brilliant… I porked him”.

She then adds:

He loved it and it’s been great ever since.

In fact I think i’m going to pork him again tonight.”

Peter Haydon, APL GM of marketing, said: “We have extensively researched these ads with our specific grocery-buying target markets, and the results showed that they are ‘highly liked’ compared with other grocery ads.

“If Getting Pork on Your Fork helps reduce the nation’s expanding waistline and positively contributes to a healthier lifestyle, clearly pork should be eaten more often, and that’s what we’re saying.”

This year, APL has widened its media schedule to include television and radio, bringing back its old and well known tagline “Get some pork on your fork” which it hasn’t featured in its marketing since 2001 and was mainly used during the early nineties.

Haydon said over the past two years it has focused advertising in magazines, with messaging around the nutritional value of pork and its use in dishes such as spaghetti bolognese.

The ads were created by The Brand Shop which was awarded the account in June last year following a three-way pitch which included the incumbent Reed Miltiades Kaye.

It comes as Meat & Livestock Australia launches its annual Australia Day campaign promoting lamb, fronted by its long-running brand ambassador Sam Kekovich.

A meeting yesterday between representatives from the MFA[1], the IAB Australia[2] and the ABA[3] resulted in a greater commitment towards standardisation and transparency of online audience metrics. Senior representatives of the three industry associations met in response to recent industry debate about online measurement metrics, in particular those of auto-refresh.

After discussion it was agreed to improve the development of rules and processes. The ABA’s Digital Watchdog Committee and IAB Australia’s Measurement Council will have representatives from all three industry bodies attend every meeting, ensuring greater collaboration and dialogue.

The meeting continued the work carried out by the three associations during 2008/2009 that culminated in the launch of the ABA’s web audit service in June 2009.

The meeting was attended by Gordon Towell, ABA CEO and Alexx Cass, ABA Digital Services Manager; Paul Fisher, IAB Australia CEO and Gai Le Roy, IAB Australia Programmes Manager; Kerry Field MFA Digital Sub-Committee Chair and Partner, Innovation and John Grono, GAP Research and MFA Research Committee Joint Chair.

[1] Media Federation of Australia

[2] Interactive Advertising Bureau of Australia

[3] Audit Bureaux of Australia


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