“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.
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
30 Comments
Tough challenge A for effort
What can you say?
Do you see an ad campaign solely made on the basis of a stupid pun. And not a good one at that.
More hammy, than porky.
Jamon, Aussie! Jamon, Jamon.
Fun concept for a straight category, the mains guys hot and its well shot, okay pork pop off, but wish the OOH was generally just better
Love the humour and the build onto a strong Aussie saying
Let’s all get more pork on our fork !
The best pork has been in a while. Will definitely stand out
…you know, the people who this is for. Great work team, loved it.
…the least interesting man in the world
oh no
Fun work. Nice craft. Real people will like it.
It’s succulent and tasty?
This is fun and entertaining.
Aligned with an above commenter that the OOH could have had a bit more love.
It’s great to see some fun stuff out there.
This is heaps of fun. Well done guys
this is the fun kinda ad your normal mates like, and your ad bubble scrutinises. I like
Orkpay
I like the way it has a subtitle frame in both English AND Spanish (???) for the many, many people out there who would have no clue that ‘por, que’ is Spanish for ‘why’. Thankfully the press release explained it for us advertising simpletons so that we could get the gag.
Love this.
I’ll be eating pork!
The best ad I’ve seen all year. I bought pork straight away.
I love this so much! Nice work Dig and Rabbit.
Something original at last.
2011 Doritos ‘Dip Desperado’ BBDO London Gary Freedman https://vimeo.com/194848865
It’s Spanish people. Must make it OK.
A funny gag, well executed. This will also probably sell a lot of pork too. Well done Rabbit and Dig.
There’s a real disconnect between the message in the print/OOH (I assume) and the video content. Feels like two seperate campaigns and not an evolution or continuation of the Get Some Pork On Your Fork platform.
I want to like this because it’s a great effort to do something a little different and the industry needs more of that.
Sadly, the script isn’t strong or funny enough to carry the slow pacing and locked shots. For this reason the on trend #kodakshootfilm #4:3 and overall retro vibe comes off as style over substance.
There’s also a few agency people here commenting on how the average Aussie punter will like this.
But does the average Aussie punter really watch arthouse Spanish films from the 70’s – 80’s and do they sit through 45sec of laboured domestic scenes for hammy pork puns?
I really love this add,
The best.
It is a Portuguese add.
Why do people always say everything is Spanish.