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    Dig launches brand campaign for Australian Pork with Ramón Jamón

    Australian Pork Limited has launched its latest brand campaign via Dig, introducing a new character, Ramón Jamón.

    The campaign breathes life into the long-standing ‘Get Some Pork on Your Fork’ platform. Dig was tasked with increasing awareness and saliency of pork as an everyday protein option.

    The campaign centres on Spaniard Ramón Jamón addressing common barriers to pork by asking, “Por qué?”, which translates into English as, “Why?”

    Anna Paine and Owen Bryson, Dig’s creative directors, said: “Pork provides a tasty twist to the everyday, which is exactly what Ramón Jamón delivers. It’s been a pleasure bringing this campaign to life with the APL teams. We are confident it will deliver results for Australian Pork, and perhaps also boost sales of pink suits.”

    Slingshot Media led the media for the campaign, which has launched nationally across TV, radio, OOH, press, print, digital, social, retail, and PR activity.

    “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,” Australian Pork’s CEO, Margo Andrae, said.

    Dig launches brand campaign for Australian Pork with Ramón Jamón

    Credits:

    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

    The post Dig launches brand campaign for Australian Pork with Ramón Jamón appeared first on Mediaweek.

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