NZ Pork aims to give mums a break from the cooking, gets some more grief for gender stereotyping

  • Advertising
  • February 17, 2015
  • StopPress Team
NZ Pork aims to give mums a break from the cooking, gets some more grief for gender stereotyping

Whether it's the objectification of women (and, to a lesser degree, men) or the representation of male dunces incapable of doing the simplest of tasks, much has been written about the role of gender stereotypes in advertising. And now NZ Pork's latest campaign, which aims to get men back into the kitchen, cook some pig and give their 'missuses' a break, has earned the ire of some for taking things back to the '50s. 

As it says on the website Mum's Night Off: "We reckon it’s time more women got out of the kitchen, and more men started to man them. But we know it ain’t easy. So stop scratching your nuts, get your apron on, and let’s get cooking 100% NZPork."

The website offers meal suggestions for males, with the ability to rank the recipes on a difficulty scale of burping after a beer, backing a trailer and remembering the missus' birthday. The website can also switch between blokes mode and mum's mode so women can rank their male partner's skills and find an appropriate recipe (for example, Your Big Pork Balls or Dog Box Escape Pork Steaks). It also allows users to Dob in a Dad who isn't pulling his weight, offers tips on how to stay manly in the kitchen ("always use an axe") and features a glossary explaining kitchen terms ("recipe book: thing you wife stands on to reach things"). 

According to the NBR, the campaign, which is funded by the industry body's levy and is expected to run for a year, is costing $1 million and the idea behind it stems from a survey of 1000 people that found women do the cooking and shopping 90 percent of the time and 86 percent of women said they would prefer their husband or partner to do more cooking. 

So they seem to mean well. And it is intended to be tongue and cheek. But the execution has riled some on NZ Pork's Facebook page. And while NZ Pork says it expected a negative response from the "activists" that attempt to raise awareness about animal cruelty in the pork industry, an issue that has gained more prominence in recent years after incriminating videos have been made public, its chief executive Owen Symmans told the NBR New Zealanders had a bold sense of humour and would see the funny side. 

Shine was behind the ad (and it has some history in the realm of manvertising after the launch of various Mammoth products, most of which have been discontinued). It took over from Ogilvy, which produced a series of ads featuring slightly less OTT gender stereotypes a few years back in an effort to get pork into more trolleys. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Is consolidation the way of the future?

  • Advertising
  • January 18, 2019
  • Caitlin Salter
Is consolidation the way of the future?

The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit