Australian Pork Limited (APL), the national representative for Australian pig producers, has appointed Dig as its creative agency following a competitive pitch for the ‘Get Some Pork on Your Fork’ campaign.
Dig has been tasked with increasing awareness and saliency of pork as an everyday protein option, by building meaning into the long standing ‘Get Some Pork on Your Fork’ campaign. The line, which first went to market in the early 1990s, is still recognised today by over 90% of Australians.
Says Lisa Ramsey, managing director, Dig: “The team at APL are brave marketers, looking for distinctive and disruptive work that breathes life and emotion into the ‘Get Some Pork on Your Fork’ line. The pitch process was very collaborative, so we couldn’t be more excited to get some pork on our forks.”
Says Margo Andrae, chief executive officer, Australian Pork: “We’re really thrilled to have Dig join us and help build on our already iconic marketing campaign, to inspire even more Australians to discover the value and versatility of Aussie-grown pork.”
The relationship kicks off immediately with the new campaign in development for launch early in 2024.