SYDNEY: Australian Pork will on 1 February launch its first major campaign since appointing The Brand Shop in June 2009.
Australian Pork appointed The Brand Shop last year after a pitch including incumbent Reed Miltiades Kaye.
Australian Pork general manager of marketing Peter Haydon said the TV, radio and online campaign was a departure from the company’s previous media strategy.
“Historically, up until 2007, we’d had a burst strategy, and then in 2007 and 2008 we did a usage and attitudinal study which made it clear which segments are our most attractive targets,” Haydon said.
“Since then we have done consistent magazine advertising from April 2007 to November 2009. With our main target grocery buyers, our increase in TV and radio will mean some magazine advertising will reduce,” he added.
The TV campaign carries the tagline “Get some pork on your fork” and will run from February up until Easter, when Australian Pork will re-evaluate its media strategy.
Universal McCann handles media for Australian Pork.
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