Australian Pork Limited launches new TV commercial via Noble Brands Worldwide
Australian Pork Limited has released the first ad of a new 15-second campaign that challenges the myth around lean Australian pork’s fat content via Noble Brands Worldwide.
Says Peter Haydon, APL’s general manager of marketing, Peter Haydon: “Our brand tracking told us that whilst our current creative has improved the “healthy” perceptions of fresh pork, it has also improved the health perceptions of beef, lamb & chicken. Whilst we’re happy to support the category, we want to give Australians a clearer reason to get more pork on their forks”
It’s the first work created by APL’s newly appointed agency, Noble Brands Worldwide, and was presented as part of their successful creative and strategic pitch.
Says Monty Noble, creative director: “Over the last few years, Pork’s ambition has been to get back on as many protein ‘radars’ as possible. And the brand has been doing an amazing job of that – constantly punching well above the weight of its media spend.
“The amazing fact about lean Pork is that it has half the fat of red meat. The ambition of this new work is to bring this rational health claim to life in a simple yet interesting way that stops grocery buyers in their tracks and causes even more of them to change their perception of pork as a protein source.”
The 15-second TV ad directly compares a Pork steak to its better-known beef counterpart. Via a simple demonstration, the viewer is left in no doubt as to which steak has less fat.
The commercial was directed by Peter Moss and produced by Les Luxford through UFO Films with post production by Fanatic.
20 Comments
Unleash the hounds.
work like this should not be presented here
this is a joke
Monty, nice try mate but how embarrassment
Noblebrandsworlwide-Boom!!
Same kind of logic that was applied in a Warren Brown ad for Lean Beef, dating from about 19,000BC. “Or a couple of spoons of beef” was the headline, but only recently-thawed wooly mammoths can remember that far back.
More importantly:
a) When did pork become a person, and thus referred to as “Pork”, though not very consistently?
b) Does “hey, want to get on my protein radar?” work as a pick-up line?
Better idea than porking the neighbour.
This is definitely a standard of work. Just not the kind worth mentioning.
Mmmmm, now that’s an appetising product shot.
Not.
Here’s an idea.
Just a simple one.
Pork is pretty ugly uncooked. It’s essentially like looking at human flesh.
Why didn’t you at least cook it?
It would have at the very least got you some appetite appeal.
Tend to agree with the comments re appetite appeal via execution. Remember lesson one in Advertising 101? Sell the sizzle, not the sausage. However on the flip side, it’s always good to be able to advertise a powerful fact. Half the fat is a powerful fact. It would have communicated just as well with two great-looking (cooked) steaks. Perhaps even better.
Even if you did sizzle them – the red meat would look a lot more appetising.
get some pork on ya fork has got to be the best strap line this year. i feel both entertained and violated.
Just horrible.
More towards violated, that’s me personally.
As for the comment that pork is “essentially like looking at human flesh”, why do you think the talent in the commercial looks slightly nervous? Never fluff a line for the APL, that’s all I’m saying…
Unfortunately for those too young to realise it ‘Get some pork on your fork’ is an old line from a previous decade that was revived. Fun, yes, but somewhat lacking in something even more old-fashioned – a reason why. At least this attempts to redress that. All it needs now is appetite appeal.
where was the Art Director????
It’s simple, I’ll give it that.
But not as good as ‘Give your husbands meat a treat and open up your Leggos.’
How does Nasty know what human flesh looks like?
Jokes aside though, that food does look awful.
And whoever you are ‘al’ I wish I knew because I’ve told people about that infamous Leggos line before, and they didn’t believe me!
Rumored to be from Y&R Adelaide…
I nearly pissed my pants first time I heard it.
I’d love to see a proof. Anyone?
Ha ha, I wish.