Pork Promise campaign a success

Bpex’s has hailed its ‘Pork Promise’ campaign a success and claims that more shoppers are now actively looking for Red Tractor logo pork products.

The campaign, launched in autumn 2011, used outdoor poster, print and online advertisments and social media activity to highight the reasons to choose quality-assured pork and explain the standards behind the Red Tractor logo.

Research suggests that the activity has resulted in increased awareness of Red Tractor pork, with consumers suggesting that they are looking for the logo when shopping.

Chris Lamb, head of marketing for Bpex, said: “Consumer response to the advertising message has been positive. There are high levels of awareness, understanding and likeability of the adverts, which included thought-provoking headlines such as ‘Pork not Porkies’ and ‘Grill it before you buy it’.

“Eight out of 10 consumers said the advertising made them think where their pork comes from, 77% think Red Tractor pork has higher standards than other pork, and over half are more likely to look actively for the Red Tractor.”

Lamb added that the social media element of the campaign was a “tremendous success”, with Love Pork in the top 10 Facebook pages with the highest consumer engagement rate.

“Love Pork has grown its consumer base on Facebook to well over 70,000 ‘likes’ and has an engagement rate equalling those achieved by some of the UK’s biggest consumer brands active on Facebook, including Sony UK and Walkers,” he said.

The campaign will continue throughout 2012, with furhter advertising, consumer PR and online activity. Bpex is also calling on the supply chain to back the Pork Promise on the Love Pork website and Facebook page and raise awareness among their consumers.

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