The return of Quality Meat Scotland’s ‘Go Places with Pork’ campaign has boosted the results of its initial debut, continuing to raise awareness of the Specially Selected Pork brand.
Aiming to shake up midweek meals by adding Specially Selected Pork to the menu, the campaign ran for four weeks from the 19th of August across a combination of TV, print, outdoor and digital advertising, PR activity, social media and influencer engagement.
Following the success of the brand’s first ever TV advert in January, the two lovable grandparents were welcomed back to our screens to share the worldwide adventures they’d enjoyed from the comfort of their own home thanks to an array of Specially Selected Pork dishes. Results from IGD tracking show that 66% of Scottish adults saw the TV advert at least once, with 46% seeing it at least three times. The advert’s stars made a lasting impression on those who viewed the advert with 46% saying they recalled seeing it.
Out-of-home and digital advertising supported the TV advert, with press partnerships set up in the Daily Record, Sunday Post, Metro Scotland and Daily Mail. This was incorporated with influencer marketing and PR activity, which shared shocking results on Scotland’s takeaway spending habits in a bid to promote ‘fakeaway’ recipes from the campaign.
Building on the strong results of the campaign’s debut at the start of the year, the return of ‘Go Places with Pork’ generated broader campaign awareness this time round, leaving an impression with 55% of survey respondents, a 4% increase from campaign’s first run.
IGD tracking further noted an increase in awareness of the campaign’s key messages, with 57% of respondents able to recognise the blue Specially Selected Pork logo. There was also an increase in positive associations with the brand as 68% of respondents recognising Specially Selected Pork as a logo associated with higher standards.
A sampling campaign was delivered in partnership with Lidl, where customers enjoyed samples of Specially Selected Pork at three stores across Scotland. This, coupled with the broad promotional mix saw 37% of shoppers who recalled seeing the campaign go on to cook a Specially Selected Pork recipe at home.
Lesley Cameron, Director of Marketing and Communications, from Quality Meat Scotland, said: “The initial Go Places with Pork campaign was our most successful marketing campaign ever delivered for Specially Selected Pork, doing a fantastic job in raising levels of awareness of Specially Selected Pork - a product that is underpinned by high production standards and animal welfare.
“To achieve these results on the campaign’s second time around is a great outcome and many thanks to the farmers, butchers and chefs who got behind the campaign to communicate to consumers the fantastic taste and versatility of Specially Selected Pork.”
For more information on Specially Selected Pork, Scotch Lamb and Scotch Beef brands including recipes, videos and tips, visit www.scotchkitchen.com or follow Scotch Kitchen on Facebook, Instagram or Twitter.