Otway Pork asks ‘why go red this summer?’ in new tactical summer campaign via Leap Agency

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OTW 042 Otway_CUTLETS_Digital_1120x360_F (1).jpgHot on the heels of Otway Pork’s ‘Bred with tenderness’ brand repositioning, Leap Agency has created a tactical summer campaign with the emphasis on outdoor entertaining. So not surprisingly the dominant media is outdoor, supported by radio.

The lead supersite features mouthwatering imagery combined with a tongue-in-cheek headline ‘Why go red this summer?’

This strongly positions Otway Pork as the delicious white meat alternative to traditional red meat BBQ choices.

Additional digital billboards at major intersections throughout Melbourne invite families and foodies to ‘Sizzle lovingly. Serve summery’.

OTW 042 Otway_RIBS_Digital_1120x360_F (1).jpgThe new campaign aims to replicate the success of Otway Pork’s winter press campaign, determined by The Newspaper Works proprietary ad-effectiveness measurement methodology ADvance to be greatly appealing to readers.

“Otway Pork let its product do the talking and readers loved it. The combination of mouthwatering imagery, a clever headline and minimal copy resulted in significant increases in brand awareness and intentions to buy. Readers also responded well to the brand’s ethical treatment of animals which differentiated Otway from competitors.”

The Newspaper Works, Feast for the Eyes, October 2015

Agency: Leap Agency

Creative Director: Anton Lambaart

Writer: John Warburton

Art Director: Scott Thompson

Account Director: Cera O’Grady

Client: Otway Pork

Photography: David Finnegan, Sense 6