‘We made pork sexy and cool’: Australian Pork launches major brand campaign, via Dig

Australian Pork Limited has launched a huge new brand campaign, giving its iconic ‘Get Some Pork On Your Fork’ tagline a refresh, via indie creative agency Dig. The agency’s chief creative David Joubert, and creative director Owen Bryson, gave Mumbrella an exclusive inside look into the campaign.

Dig was tasked with increasing awareness of the protein, reminding Aussies that it is a great substitute for some favourite dishes.

“Australian Pork essentially stands for offering a tasty twist to the everyday. So we had to remind people that its a good substitute,” Bryson told Mumbrella. “The basic brief was about making pork top of mind, and adding value to the longstanding line of ‘get some pork on your fork.'”

Australian Pork Limited never wanted to throw away the iconic line, as its one of the most distinctive assets the brand has, but it needed a refresher. Featuring a new character, Ramón Jamón, a pink-suited Spanish man of mystery, the work addresses common barriers to pork by simply asking, ‘Por qué?’, or in English, ‘Why?’

“We wanted to build more meaning into it,” Joubert explained to Mumbrella. “The last 15 years or so of that campaign have been centred around sexual innuendo, and society has moved on from that, so it’s about making that line cool again. We made pork sexy and cool, without the innuendo.”

Bryson said in the early stages, the team knew it needed some kind of character – and they didn’t want one that was a run-of-the-mill Australian bloke cooking at a barbeque. Enter Ramón Jamón.

Once the character was developed, he said it became simple to create the rest of the messaging across different touch points.

“He becomes our vehicle for out of home, social, and you’ll see how he threads throughout it all. It’s been really fun building out his character.”

Joubert said Ramón Jamón’s pink suit hopes to become a distinctive asset of its own – the other touch points feature bespoke, different visuals, all using the bright colour.

“I’m even in the process of writing him a Wikipedia page,” Bryson joked.

Margo Andrae, chief executive of Australian Pork Limited, said: “Dig have taken our already iconic ‘Get some pork on your fork’ marketing campaign, and built on it a bold new character, here to inspire Aussie families to discover the versatility of Australian-grown pork.

“The strength of the campaign’s new direction shone through since we first saw it and we’re very proud to be launching across the country today.”

The campaign will roll out across TV, radio, OOH, print, digital, social, retail, and PR activity nationally.


Creative agency: Dig
Chief creative officer/partner: David Joubert
Creative director: Owen Bryson
Creative director: Anna Paine
Executive planning director: Lucielle Vardy
Managing director: Lisa Ramsey
Group account director: Andrew Grey
Account director: Sarah Coppens
Senior account manager: Laura Smith
Producer: Jess Campbell

Client: Australian Pork Limited
Acting marketing director, brand: Fiona Boughton
Marketing director, brand: Eunbi Lee
Marketing director, category: Kathleen Pindsle
Brand manager: Ashleigh Dyson
Insights manager: Teagan Levett

Media agency: Slingshot Media
Chief executive officer/partner: Simon Rutherford
Group business director: Brittany Cooper
Head of strategy: Molly Blacker
Business manager: Melissa Galanos
Senior implementation planner: Harrison Smith
Media assistant: Cobey Johnston

Production company: Rabbit
EP: Alex Hay
Director: Lachlan Dickie
DOP: James Brown
Producer: Izzy Vitelli

Post-house: The Editors
Editor: Ryan Boucher
Colourist: Matt Fezz

Music composition: Mark Wilson
Sound: Squeak-E-Clean
Casting: Danny Long
Stills: Troy Goodall, Photoplay
Food stylist: Ben Masters


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