Since it won the New Zealand Pork account early last year, Ogilvy has been on a mission to change outdated perceptions and “drive purchase behaviour through a journey of digital awareness, engaging in-store communications, promotions and demonstration”. It brought chef Simon Gault onboard as spokescook for the Extraordinary Kitchen campaign and focused heavily on retail. But, like its 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”.
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Super Pig: Ogilvy ‘makes pork the hero’ with meaty triple treat