Vion Food Group

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How do you encourage more people to eat British Pork?

The brief

Vion is one of the largest suppliers of all things pork - bacon, sausages, and cooked meats - to the UK’s top retailers. The challenge they set Iris was to encourage more people to eat British Pork.

Our solution

We came up with a ‘Put Pork on Your Fork’ campaign, fronted by Jimmy Doherty of tv’s ‘Jimmy’s Farm’ fame and comprising a mix of digital marketing, social media, radio and consumer events demonstrating the versatility of British Pork. It kicked off in June 2011 with a digital partnership with BBC Good Food, a social media web portal - putporkonyourfork.uk - containing recipes and video content, food blogger relations, and an event dubbed ‘One Pig Weekend’, to be held at Jimmy’s Farm.

View: www.putporkonyourfork.co.uk

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