‘We made pork sexy and cool’: Australian Pork launches major brand campaign, via Dig [Video]

Australian Pork Limited has launched a huge new brand campaign, giving its iconic ‘Get Some Pork On Your Fork’ tagline a refresh, via indie creative agency Dig. The agency’s chief creative David Joubert, and creative director Owen Bryson, gave Mumbrella an exclusive inside look into the campaign.

Dig was tasked with increasing awareness of the protein, reminding Aussies that it is a great substitute for some favourite dishes.

“Australian Pork essentially stands for offering a tasty twist to the everyday. So we had to remind people that its a good substitute,” Bryson told Mumbrella. “The basic brief was about making pork top of mind, and adding value to the longstanding line of ‘get some pork on your fork.’”

Australian Pork Limited never wanted to throw away the iconic line, as its one of the most distinctive assets the brand has, but it needed a refresher. Featuring a new character, Ramón …