Our marketing initiatives
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It's important to talk about the quality products and people that make up our industry. The team at APL work to ensure these products make it to an Aussie dinner plate.
At the beginning of the 2021 year, Australian Pork re-launched it’s quick and easy campaign. The new year meant new tactics for our ‘Quickie’ TV ad.
The original 2020 ad featured pork steak for barbecue season, the new 2021 version highlights the variety pork brings to the family dinner table. The ending was tweaked to showcase three new pork ‘everyday meal’ options; spaghetti bolognaise, tacos and schnitzel.
Highlighting pork makes a great change up for those family favourites busy households are all already cooking.
“It’s so quick & easy to give your old family favourites a delicious new twist. Just get some Pork on your fork.”
The new ‘Quickie’ ad, which runs across free-to-air TV, subscription TV, radio, social channels, and online video is in keeping with Australian Pork’s iconic cheeky tone and is light but education-focused.
As we draw closer to the end of 2021, development is again underway for the next phase of ‘Easy to cook’ advertising. A new national campaign is due to launch in February across TV, radio and online video channels.
The Valuable Provenance Program was created to add sustainable value to the industry. We do this by differentiating Australian pork from imported pork.
Most consumers are unaware they are buying ham or bacon made from imported pork. Our focus is to raise awareness of this fact so that consumers can make an educated choice when looking for ham, bacon or pre-cooked pork made with Australian pork.
The program recently completed a trial awareness campaign in Adelaide. There were two key messages for this campaign.
The campaign was deemed a success at message out-take on the areas above and increased sales above national sales in the trial market. Next steps are being planned for localised roll outs. Ultimately, once awareness has been established, the program will look to create positioning on WHY consumers should buy Australian pork over imported pork and around our industry’s leading standards.
The program will continue to celebrate ham and made using Aussie pork. Events like
InterNational Bacon Day and the lead up to Christmas are key to this activity.
PorkStar is a unique influencer brand for the Australian pork industry with a long term goal of driving influence and desirability of pork.
We do this by engaging with influential high end chefs, media and food professionals to change and drive the perception, value and preference of pork.
This unique approach enables us to connect our influencers at all levels from farm to plate.
We do this through:
APL has been in consultation with industry members since October 2019 to expand into several export markets. Strategic market development plans have been prioritised to create a balanced portfolio of growth opportunities.
This approach is part of the APL 2020-2025 Strategic Plan. Most pork exporters request that APL take the lead in undeveloped export markets. When exploring attractive but unknown markets, it is more efficient for industry members to leverage one set of research. A single suite of projects can inform targeted market development (where the costs are still high).
Industry members and exporters identified Japan as their primary market for growth. We have classified it as a top priority for market development for the 2021-22 year.
Japan is the second largest importer of pork globally. Despite having market access, our exports have remained at around 2% of Australian pork exports for the last two decades.
As an industry body we have not focused on Japan in the past. We recognise it as a high value market opportunity.
Exporters will be provided with activities such as:
We are conducting two-phase benchmarking research of Australian pork vs competition. We are benchmarking against competitors such as USA, Canada and Japanese domestic pork. This research covers shelf-life competitiveness and eating quality.
Results of testing will help us:
The Volume Foodservice program is all about inspiring chefs and venues to put Australian pork on their menu. We work with our supply chain, venues, chefs and cooks in the affordable to moderate segment. This accounts for approximately two thirds of all food service meals.
Activities for 21/22 include:
Pork Butchers is a free program dedicated to providing resources to support butchers across Australia. With the end goal of getting butchers to stock and sell more pork.
The program point-of-sale (POS) material to showcase the benefits and versatility of pork. We also provide recipes to educate consumers on pork and how simple it is to include as an everyday meal. The aim of the point-of-sale kits are to support the butcher in selling pork to customers in store.
Newsletter and Facebook
The weekly e-newsletter updates the industry on our program and marketing opportunities. This includes industry updates, market insights, business tips and consumer recipes.
Pork Butchers also run a private Facebook group for butchers. This is a great way to be involved in the Australian butcher community and receive updates.
Value-added recipe books
We work closely with a team of talented butchers and recipe developers. Together we provide relevant and fresh value-added recipes for Australian butcher stores. These recipes are designed for butchers to create and sell to their customers.