Since it won the New Zealand Pork account early last year, Ogilvy has been on a mission to change a few outdated perceptions about the meat and “drive purchase behaviour through a journey of digital awareness, engaging in-store communications, promotions and demonstration”. It brought chef Simon Gault onboard for the Extraordinary Kitchen campaign and focused heavily on retail. But, like Ogilvy’s recent change of direction for Holden, it’s tried to bring a bit more emotion to the table and, as executive creative director Angus Hennah says, ”tell simple human stories that make pork the hero”.
Shot by Curious director Zia Mandviwalla, and featuring three different spots that aim to showcase the meaty wonders of locally-farmed pig, the campaign continues the push for more appreciation of Kiwi provenance (as NZ Pork chairman Ian Carter says, “Forty-five per cent of all pork is imported—and we think that’s way too much.”)
The 100% New Zealand Pork rosette remains prominent at the end and, instore, it has been complemented by The Extraordinary Kitchen label on all New Zealand-farmed pork, which identifies the type of cut and directs consumers to a website that offers cooking inspiration.
“We’re going on the front foot, promoting the quality of New Zealand product and ensuring shoppers can easily identify 100 percent New Zealand pork in the chiller,” says Carter.
A series of online videos, hosted by Gault and rising young chef Nick Honeyman of The Commons, have been released, 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are great experimenters in the kitchen, but our research shows that they’re not especially confident and have some outdated perceptions when it comes to preparing pork dishes,” Gault says.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.”