“Por qué?”: Australian Pork introduces people to Ramón Jamón in new brand campaign via Dig


Australian Pork Limited, the national representative body for Australian pig producers, has launched its new brand campaign via Dig, introducing a new character Ramón Jamón. The pink-suited man of mystery is passionate about Pork, and wants to know why Aussies aren’t eating more of it.


Breathing new life into the long standing ‘Get Some Pork on Your Fork’ campaign, Dig was tasked with increasing awareness and saliency of pork as an everyday protein option. The campaign centres on Spaniard Ramón Jamón addressing common barriers to pork by simply asking, “Por qué?” (English translation: “Why?”).

The campaign will be launched nationally across TV, radio, OOH, press, print, digital, social, retail and PR activity.

Says Anna Paine and Owen Bryson, creative directors, Dig: “Pork provides a tasty twist to the everyday, which is exactly what Ramón Jamón delivers. It’s been a pleasure bringing this campaign to life with the APL teams. We are confident it will deliver results for Australian Pork, and perhaps also boost sales of pink suits.”

Says Margo Andrae, chief executive officer, Australian Pork Limited: “Dig have taken our already iconic ‘Get some pork on your fork’ marketing campaign, and built on it a bold new character, here to inspire Aussie families to discover the versatility of Australian-grown pork.  The strength of the campaign’s new direction shone through since we first saw it and we’re very proud to be launching across the country today.”

Partnering Dig on the launch has been Slingshot Media, responsible for bringing to life the campaign across all paid channels.

“Por qué?”: Australian Pork introduces people to Ramón Jamón in new brand campaign via Dig “Por qué?”: Australian Pork introduces people to Ramón Jamón in new brand campaign via Dig

Creative Agency: Dig
Chief Creative Officer/Partner: David Joubert
Creative Director: Owen Bryson
Creative Director: Anna Paine
Art Director: Alfrence Mak
Executive Planning Director: Lucielle Vardy
Managing Director: Lisa Ramsey
Group Account Director: Andrew Grey
Account Director: Sarah Coppens
Senior Account Manager: Laura Smith
Producer: Jess Campbell

Client: Australian Pork Limited
Acting Marketing Director, Brand: Fiona Boughton
Marketing Director, Brand: Eunbi Lee
Marketing Director, Category: Kathleen Pindsle
Brand Manager: Ashleigh Dyson
Insights Manager: Teagan Levett

Media Agency: Slingshot Media
Chief Executive Officer/Partner: Simon Rutherford
Group Business Director: Brittany Cooper
Head of Strategy: Molly Blacker
Business Manager: Melissa Galanos
Senior Implementation Planner: Harrison Smith
Media Assistant: Cobey Johnston

Production Company: Rabbit
EP: Alex Hay
Director: Lachlan Dickie
DOP: James Brown
Producer: Izzy Vitelli

Post-house: The Editors
Editor: Ryan Boucher
Colourist: Matt Fezz

Music composition: Mark Wilson
Sound:  Squeak E Clean Studios
Casting: Danny Long
Stills: Troy Goodall, Photoplay Photography
Food stylist: Ben Masters