Riverview Farms invites Australians to take the credit for their Hot Roast Pork with Crackle in a new campaign via Airbag & Abel.
Riverview Farms Hot Roast Pork with Crackle is sold cooked, hot and ready to enjoy at Coles supermarkets around Australia – providing customers with a fresh and delicious alternative to the BBQ chicken.
Brand Manager Raoul Gundelach said, “people are busy heading back to work and school, social calendars are filling up again – our hot roast pork puts that deliciously wholesome meal moment back on the table, without all the faffing about usually associated with a roast.”
“And with a long heritage in rural Australia we are bringing this next phase of our brand to life in a way that speaks to that classic Aussie humour we all love and have grown up with.”
“As a member of the Rivalea brand family, which owns and manages the entire production cycle of its products, from raising pigs, to processing to distribution, Riverview Farms stays true to its heritage, telling its brand story as proud Australian farmers.”
With a swag of delicious, easy to prepare pork-inspired recipes available on their website, Riverview Farms not only delivers to customers a humble classic, well done, they also aim to show Aussies how deliciously versatile roast pork is, by showcasing it in dishes from around the world.
Ashley Hoffman, Sales and Marketing Manager, said “with Abel working as our in-house creative consultants in partnership with Airbag, the process has been both enjoyable, painless and collaborative. This is an exciting new phase for the Riverview Farms brand and we couldn’t have done it without the hard work and commitment of all involved.”
Simon Fowler, Creative Co-Founder, Abel added, “this campaign has been a great case study for a new way of working – proving that when production and creative partner early on, the work benefits and budget goes further.”
“As we know, the market of making meal-times easier and less stressful is well-worn territory – this campaign needs to take on some pretty big competition and cut through an intensely cluttered category.”
Martin Box, Executive Producer, Airbag said, “when Rivalea approached AIRBAG to create their new campaign for Riverview Farms we knew choosing the right creative partners would be key.
“Abel were the perfect fit and it was a collaborative and smooth process all round, with a good few laughs along the way,”
In a category of its own, Riverview’s Hot Roast Pork with Crackle aims to disrupt the growing BBQ chicken range by positioning itself as ‘Better by a country mile’.
Sales & Marketing Manager – South: Ashley Hoffmann
Brand Manager: Raoul Gundelach
MArketing Co-ordinator: Sophie Hanrahan
Executive Producer: Martin Box
Director: David Rittey
Photographer: Thom Rigney.
The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]
TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]