Silver Fern Farms has Annabel Langbein, Regal Salmon has Masterchef winner Nadia Lim, and New Zealand Pork and OgilvyAction have followed suit with a campaign that plays on the appeal of chef Simon Gault.
OgilvyAction announced its arrival on the scene in January and won the NZ Pork account in a five-way pitch in its first month of existence. At the time, executive director Paul Manning said it would be an "integrated partnership focused on driving purchase behaviour through a journey of digital awareness, engaging in-store communications, promotions and demonstrations." And NZ Pork chairman Ian Carter is talking up the Extraordinary Kitchen initiative and is calling the campaign, which targets consumers via in-store and online activity, including Facebook and YouTube, the boldest the industry has seen for years.
From now on the 100% New Zealand Pork rosette will be complemented by The Extraordinary Kitchen label on all New Zealand-farmed pork, which will identify the type of cut and direct consumers to a new website which offers the best way to cook it.
“We're going on the front foot, promoting the quality of New Zealand product and ensuring shoppers can easily identify 100 percent NZ pork in the chiller,” says Carter.
He says the labels are part of a drive by the New Zealand pork industry to “up the ante” within the industry.
“Forty-five per cent of all pork is imported—and we think that’s way too much."
Youtube VideoA series of online videos, hosted by Gault and rising young chef Nick Honeyman of Cru, will be released as part of the new campaign, demonstrating how to add Gault's oft-repeated "five percent magic" to pork dishes at home.
“New Zealanders are great experimenters in the kitchen, but our research shows that they're not especially confident and have some outdated perceptions when it comes to preparing pork dishes," he says. "New Zealand pork is a world-class product and our research clearly shows that when consumers have confidence preparing it, there's massive room to grow market share. We aim to do just that.”