Keep Left Wins Australian Pork Limited

Pork loin ribs served on chopping board. View from above, top
B&T Magazine
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The peak body representing Australian pork producers, Australian Pork Limited, has announced Keep Left to lead its Christmas ham awareness campaign following a competitive pitch.

The appointment will see Keep Left provide marketing communications services to the industry body for public relations and influencer relations to educate and motivate Australian consumers to buy ham made with Australian pork this Christmas.

The win builds on Keep Left’s experience in delivering campaigns to support Australian made and owned products. Most recently the agency led a campaign for dairy producer Riverina Fresh, to motivate Australian dairy consumers to purchase Australian owned and made dairy products.

Australian Pork Limited is a producer-owned, not-for-profit representative body for Australian pork producers. Celebrating its 20th anniversary this year, it provides export development, research and innovation, marketing and strategic policy development to assist in securing a profitable and sustainable future for the Australian pork industry.

Research from the industry body found that found the majority of Australians will be prioritising the purchase of locally produced food this year to support farmers, even though festive food budgets have reduced in 2020.

Tim Lele, Head of PR at Keep Left, said: “We’ve all been exposed to the message of ‘buy local, support local’ this year, and we want to make sure this remains top of mind for shoppers planning their Christmas celebrations this year.

“Research shows that Australian ham is a family favourite at Christmas, so it was an easy decision for us to help support local producers”.

Eunbi Lee, Marketing Director – Brand, said Keep Left’s creativity across multiple channels made it stand out in the pitch process. “The agency’s ideas for PR and influencer content really excited us and its strategy to combine them was exactly what we were looking for.

“The buy local message has been said many times before, so we wanted to find an agency partner that was capable of finding the right hook to cut through and draw attention to our local message this Christmas. Its history of working with profit-for-purpose clients also made it the right choice.

The appointment adds to the other recent wins for the agency including environmental enterprise GreenCollar and not-for-profit, MND Victoria.

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