Australian Pork had built one of the most recognised taglines in the country, ‘Get some pork on your fork’. Yet it was not translating into success. With only 8% top of mind awareness, it was time to breathe new life into the long-standing tagline to increase awareness and saliency of pork as an everyday protein.
Introducing charismatic Spaniard named Ramón Jamón. A pink-suited man of mystery, here to address common barriers Australians have with pork, simply by asking “Por qué?” (English translation: “Why?”). And why indeed, because life’s tastier when you get some pork on your fork.
