The Big Pig Out
CLIENT
The Agriculture and Horticulture Development Board (AHDB)
DISCIPLINES
Consumer PR, Broadcast PR
Campaign to readdress consumer misconceptions around the fattiness of pork medallions.
As part of our work to promote the health properties of Pork Medallions we teamed up with farmer Fergus Howie to campaign to remove terms including ‘Pig out’, ‘Porker’ and ‘Eat like a Pig’ from the dictionary – because they are offensive to pigs, and completely inaccurate thanks to modern farming and butchery techniques.
Our aim was to use the scientific data on the leanness of pigs to start a conversation about how outdated these terms are and raise awareness of pork as a low fat option. (Pork medallions are now 44% leaner than they were in the 1970s, and contain less fat than skinless chicken breast!)
Bringing home the bacon with over 100 pieces of top tier coverage
Good Morning Britain were quick to get behind the story, as were BBC Breakfast, Daily Mail, The Times and The Sun to name but a few. With over 100 pieces of top tier coverage you could say we brought home the bacon!
This was a
Consumer PR & Broadcast PR
Project for The Agriculture and Horticulture Development Board (AHDB)
