Australian Pork has demonstrated through its ‘Get Some Pork On Your Fork’ 2025 campaign that a little human truth can go a long way, scoring a 4.4 star rating on System1.
Australian Pork has built one of the country’s most recognisable taglines in ‘Get Some Pork On Your Fork’, long brought to life with a sense of playfulness.
In its 2025 campaign, developed with Dig, the focus shifts to something more meaningful, tapping into real, everyday consumer behaviour.
As pork competes with staples like lamb, beef and chicken, the work aims to carve out a clearer role in the weekly meal rotation, positioning pork as a relevant and easy choice for family households.
Peter Cerny, Digs’s CSO explained to B&T, that some brands are steering away from human connection, and it’s at their own detriment.
“There’s almost a lot of pressure to stand out these days. And I think the tendency is to feel like, to stand out, you’ve got to be bolder, louder, and make the production bigger. But that can take you down a road that’s already pretty cluttered in today’s loud landscape. At the end of the day, we’re all human, and we all connect with those little human truths,” he said.
In the spot, Australian Pork did not neglect the human aspect, placing showmanship at the centre, imbuing right-brain features like characters with agency, a scene unfolding, a clear sense of place and something out of the ordinary. This helped the campaign receive a 4.4-star rating putting it the top four per cent of Aussie ads.
Cerny previously has lifted the lid on what aspects helped ‘Get Some Pork On Your Fork’ a System1 rating of 4.4.
“The Knowing Glance – this is implicit communication at its best. When two characters share a look that the audience gets, a rapport is instantly established. It transforms the viewer from a spectator into a participant.
“Characters with Agency – we need people who feel like they exist before the camera rolls and after it stops. They have quirks, histories, and distinctive accents. They aren’t just an actor playing Mum, they are humans with a soul.
“Scene Unfolding: instead of 40 cuts in 30 seconds—which triggers the left brain’s task-oriented mode—you let a scene breathe. You give the brain time to land in a location and live there for a moment.
“Music with Melody: percussive, rhythmic tracks might grab momentary attention, but melody is what builds a home in the listener’s head.”
Also, in his eyes the most impactful ads tend to hinge on small, recognisable truths that people see themselves in. They spark reactions not because they’re bigger or louder, but because they feel familiar — the kind of moments that make people lean in, laugh, or nudge the person next to them. Research from Orlando Wood and System1 reinforces this, showing that emotional engagement is driven by human, relatable creative choices rather than scale or noise.
That’s exactly what’s at play here.
“People love watching advertising where they can see themselves or imagine themselves within a specific scenario. That’s what brings relevance. There’s real strength in reflecting what modern mealtime looks like — it’s chaos, everyone’s juggling. But those small twists, like your partner already having dinner sorted, are the little enlightening moments that really resonate,” added Cerny.
The spot plays out like a very relatable domestic meltdown.
A woman arrives home to complete chaos: the house is messy, the kids are loud, everything feels overwhelming. As she takes it all in, the tension builds like she’s about to lose it.
But then, the smell and sight of a sticky pork stir-fry cooking cuts through the chaos. Her mood shifts, when she sees her partner cooking, what felt stressful becomes oddly manageable, even amusing. She even begins fantasising the moment, placing her husband into a pink suit and adding a romantic accent onto him.
“In System1’s testing, consumers noted the ad was ‘humorous’, ‘struck just the right chord’ and gave people ‘a giggle.’ These insights showcase that a relatable family scenario – Mum returning home to find her husband has dinner until control, sparking a fantasy of Dad in a different light – has the power to entertain,” said Vanessa Cox, SVP, APAC at System1.
Australian Pork CMO Rob Farmer pulled back the curtain on where the brief came from, outlining the market dynamics and insight that drove the creative direction.
“We have about 12.5 per cent market share. We are an alternative choice. Chickens around 50 per cent, beef is kind of somewhere in between the two of us at around 30 per cent, and lamb’s a lot lower,” he told B&T.
“So, we’re embracing that otherness with enticing twists. Because what it says about you, what you’re doing when you’re cooking with pork stir fry, is you’re bringing something more enticing than the convention to that moment with your family, and we’re wanting to own that, turn it into a positive it’s not something that’s difficult to do.
“Anybody can do it. Everyone can feel confident doing it. It’s delicious, and it brings a more enticing moment to share with you and family.
“It’s sort of as simple as that, but it’s about owning the truth, about being an alternative choice, and then we exaggerate that with the swagger of the pink suited character being an elevated version of themselves, but it pops back to normalcy afterwards, of course, because who we are as a brand is just about seeing the humour and the cheekiness in the everyday to exaggerate that enticing twist.”
Farmer also pointed to the role System1 played in refining the work, revealing the ad was tested at an offline stage before its final release.
Early results highlighted an opportunity to strengthen the storytelling, particularly through non-verbal cues, which ultimately helped lift the spot’s score by 0.4 points. As Farmer explained, the team leaned into “what was going on in the non-verbal communication in the storytelling” and deliberately “extended the non-verbal communication in the story.”
This gave the relationships between characters more space to breathe. By allowing those subtle, human interactions to take centre stage, the ad moved beyond simply showcasing the meal, instead grounding itself in the everyday drama that resonates most with audiences.
Going forward Australian Pork will be leveraging storytelling with a twist of its humorous DNA in all of its future campaigns.
