Australian Pork awards its media business to Slingshot following a competitive pitch process

Slingshot has won the Australian Pork account for media strategy, data strategy, media planning and buying, following a competitive pitch.

Australian Pork is the national representative body for Australian pig producers, which is best known to most Australians for its ‘Get some Pork on your Fork’ campaigns.

Those campaigns have created growth in pork consumption mainly at the expense of red meats (beef and lamb) but pork still needs to establish a prominent position in Australian consumers’ minds.

Says Simon Rutherford, CEO, Slingshot: “Winning any new business in a pitch situation is special, but we are really excited about winning the pork business. They operate in a very competitive category and are doing some interesting work creatively. As the media landscape continues to change Pork really felt there were opportunities both for greater alignment between creative and media and to leverage more from their data. We can help them with that.”

Says Peter Haydon, general manager marketing, Australian Pork: “We have great evidence that increased sales of pork are highly correlated with our advertising activity. We have made this move because we want to be a bigger presence in our consumers’ minds. We believe that the integration of creative, data and media is the change we need to make now, to accelerate future proofing.  We also like the depth and freedom of thought that Slingshot have demonstrated.

“We look forward to working closely with Slingshot to continue to build the profile of pork in the Australian market through innovative and well considered approaches to media.”