Kiwi Bacon has launched a new campaign that aims to reinforce its 100 percent New Zealand free farmed position.
In the 30-second spot, by YoungShand, a farmer shows where Kiwi Bacon pigs can be found on the company’s North Canterbury farm, including in large paddocks, hanging out in big eco sheds or foraging in the forest.
YoungShand creative director Scott Maddox says it wanted to take an honest approach with the advertising by putting the pigs front and centre.
“It’s a humorous, light-hearted approach to a sensitive topic that most brands have traditionally steered clear of.”
YoungShand strategy director Jesse Kelly says it’s something consumers are ready for.
“The time was right to connect the public to the source of their bacon. In recent years we’ve observed a notable shift in consumers wanting more traceability of the products they’re buying. Like the way we now shop for chicken or eggs.”
Kiwi Bacon marketing manager Brydon Heller says the team thrilled with the general response to the ad.
“Sales have seen a bump since we launched. We look forward to the rest of the digital roll out with this transparent approach in mind.”
As a key part of the campaign, Kiwi Bacon worked with Dow Goodfolk to relaunch their packaging, highlighting a picturesque part of the farm where sows can often be found roaming the hills.