32 CUTS, 32 EMOTIONS

2012 | CANADA

The challenge for the Quebec pork was to migrate from generic product to a recognized and valued brand. We had to encourage consumers and stakeholders related to the food industry to consider, endorse and talk about the product. 

Exceptional properties, combined with traditional media exploited strategically, allowed the Éleveurs de porc du Québec to integrate the brand into environments and non-traditional content, creating an unprecedented 360° impact.

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$ 879% Sales increase For cuts promoted during tactical operations

THE BRIEF

Dumping and lack of labelling hurt the market share of the Pork Producers Federation, which offers the third-ranked meat in Canada. Our objectives were to:

• Place pork at the top-of-mind and list;
• Increase understanding of product versatility with its 32 unique cuts in market;
• Build customer loyalty for Quebec pork;
• Motivate retailers to favour Quebec pork.

THE INSIGHT

The strategy was designed with a view to generate maximum promotional and editorial coverage. Its strength rested in the fact that every individual campaign element complemented each other and showcased the 32 cuts.

Targeting consumers that cook at home and foodies, these two segments are more susceptible to try new ingredients and share their discoveries.

THE SOLUTION

An in-depth consumer analysis showed no media was efficiently reaching the target through its passion: Food and Food! We needed to offer foodies relevant and on-trend pork recipes. No media was able to deliver on these premises.

Two major ideas inspired the campaign: the creation of an original media platform developed by the agency and the Éleveurs de porc du Québec, the recipe book “The pig, from snout to tail”, and the full integration of Quebec pork in the “Et que ça saute!” cooking reality show on Quebec conventional TV channel Vtélé.

Photo credit: Les Éleveurs de porc du Québec / V Télé / Coup de Pouce

$ 879% Sales increase For cuts promoted during tactical operations
w BRONZE CASSIES 2014
w PRIZE Prix STRAT 2013
w MIX MEDIA + $250 000 Non-traditional media category Prix Média 2013
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