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Pork battles beef in health stakes as Monty Noble launches debut work

Pork: 'half the fat of red meat'

Noble Brands Worldwide, the start-up agency from advertising creative Monty Noble, has launched its first work for Australian Pork, the client he won from his former employer Shift earlier this month.

The work is the same concept that was presented in the pitch that won the business for Noble and his partner, and the new agency’s MD, Chris Pinnegar.

Pork has half of the fat of red meat, the ad claims.

Australian Pork’s GM of marketing Peter Haydon said: “Our brand tracking told us that while our current creative has improved the ‘healthy’ perceptions of fresh pork, it has also improved the health perceptions of beef, lamb & chicken. Whilst we’re happy to support the category, we want to give Australians a clearer reason to get more pork on their forks.”

Noble commented: “Over the last few years, Pork’s ambition has been to get back on as many protein ‘radars’ as possible. And  the brand has been doing an amazing job of that – constantly punching well above the weight of its media spend.”

“The amazing fact about lean Pork is that it has half the fat of red meat. The ambition of this new work is to bring this rational health claim to life in a simple yet interesting way that stops grocery buyers in their tracks and causes even more of them to change their perception of pork as a protein source,” he added.

The ad was directed by Peter Moss and produced by Les Luxford through UFO Films. Post production was by Fanatic.

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