Consumer-focused campaign to overcome misconceptions about Pork

A Marketing Story by Crew Food & Beverage Marketing Partners about Ontario Pork

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Ontario Pork

Increase Brand Awareness

Challenge

The major challenge posed by Ontario Pork was to create a campaign that was able to overcome consumer misconceptions about pork. With a lot of misinformation and misplaced biases towards pork, it was vital to reinforce trust and regain consumer confidence that choosing pork is choosing quality.

Solution

A campaign was developed to ultimately inspire the customer to explore the possibilities of pork. Focusing on print, digital, and creative concepts for in-store promotional material, CREW had one thing in mind: to get people talking.

Branding Strategy

Corporate Identity

Video Production

Social Media Management

Magazine

Results

With a Total Media Investment of just under $40,000, the reach of this campaign was very impressive. 8.3 million views of the brand and messaging by Ontario consumers alone. In addition, click-through rates were high, with more than 26,000 visits to the campaign landing page over the first four months, and traffic to Ontario Pork's recipes site increased 4x from prior to the campaign's start.