Australian Pork has expanded its creator collaboration to the world-renowned St Andrew’s Cathedral Choir, to celebrate the festive joy of crackling. In a feast for the ears, the Sydney choir, who’ve worked with recording artists such as Lady Gaga, sing the famous pork tagline to the tune of “Ding Dong Merrily On High”.
The carol’s harmonies reverberate around the cathedral, and at the end of the video it’s revealed that the choir’s conductor is celebrity chef Colin Fassnidge, as he crunches on a piece of crackling. The content has been published on the social accounts of Australian Pork and Colin Fassnidge, and widescreen on YouTube, with over a third of a million views and 3,000 engagements in the first week.
“I’m not sure it’s possible for a distinctive brand asset to be more joyful,” said Rob Farmer, Australian Pork’s chief marketing officer.
“Sometimes the smartest thing you can do is embrace the joy of something simple, and the fun of a world-famous choir singing about Crackling,” added Lisa Ramsey, managing director, Dig Agency.
The activity comes alongside Pork’s pairing on social media of @MyNonnaFina with Colin Fassnidge, where the carol re-make of ‘Ding Dong Merrily’ was first used last Christmas.
The AIMCO awards-nominated creative with Hello has been brought back to life and revitalised, together with a new part two that sees Colin turn up at Nonna’s house to share simple tips for perfect crackling. The NonnaxColin reels have gained over 10,000 organic engagements in 48 hours, and 1.4 million views and counting.
“We’re thrilled to have the Christmas carol and collaboration with My Nonna Fina and Colin delighting and engaging audiences in a new way. The carol was created to stand out and drive a unique playful tone in a noisy time of year, and it has clearly earned a spot in Australian Pork’s Christmas toolkit,” said Ben Stavert, Hello’s director of social and editorial.
Credits:
Crackling Choir
Creative: Australian Pork Ltd Dig Agency and Hello
Director/Production: Andrew Garrick/Production Group
Talent: St Andrew’s Cathedral Choir, Musical Director Ross Cobb and Colin Fassnidge
CEO: Sam Kelly
Media: Hello Client: Australian Pork Ltd
Crackling Nonna x Colin
Creative and Media: Hello
Talent: My Nonna Fina and Colin Fassnidge
Director of Social and Editorial: Ben Stavert
Art Director: Sam Brand
Campaign Director: Caitlyn Gregson
Media Lead: Murphy Fifita
Talent Lead: Alex Smith
Client: Australian Pork Ltd
