Ontario Pork gets cheeky and see results with new campaign Jennifer Davidson, Ontario Pork
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hat makes pork stand out from other proteins in the meat bunker? In May of 2020, Ontario Pork set out to demonstrate that pork’s versatility is why consumers keep coming back to it time and time again, launching its Many Ways to Pork consumer campaign. Taking a slightly cheekier approach than campaigns in the past, Ontario Pork’s Many Ways to Pork campaign looked to highlight the overall versatility, quality and value of pork. The campaign includes a summer and fall flight of print, web, social media and digital ads targeting urban, foodie audiences –
where research shows the greatest opportunity to change buying habits without racing to the bottom in a pricing war. Print ads appeared in Horizon and Condo Nest magazines as well as digital ads at Dundas Square and in a selection of Toronto condo elevators, targeting downtown Toronto commuters and condo dwellers. The Ontario Pork team created a simple web landing page to act as a hub for the campaign. It was straight to the point, with Ontario Pork branding front and centre and featured recipes for seasonal cuts as well as the campaign videos. The response has been overwhelmingly positive. The summer flight of the campaign saw the following results: • 8.3 million views by Ontario consumers • 2 6,889 visits to the branded campaign landing page • A 214% increase in web traffic to the Ontario Pork recipe pages • The ‘where to buy’ page saw a 769% increase in traffic • All pages (including the Producer Profiles) saw at least an 85% increase in traffic • A substantial increase in Facebook followers; (3,962 vs 2,734) and an incredible amount of positive engagement through comments and “likes”
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BlockTalk - Winter 2020
www.meatpoultryon.ca
