Danish Crown tries to inspire young people to eat pork
In recent years, pork has begun to lose ground with young consumers, who are increasingly focusing on food being light, delicious and healthy. An increasing number of young consumers do not equate the three criteria with pork, but a new campaign must help to change that.
With this nationwide campaign, we want to show young consumers that pork can also be included in a modern meal of food in the future. We will do this primarily by inspiring them to use the pork in ways that they may not have thought of themselves, says Mette Færch, Vice President of Marketing & Innovation at Danish Crown Foods.
Program series dedicated to pigs
The starting shot for the effort is the new program series 'Denmark's most delicious pig', which Danish Crown has made in collaboration with TV2. The program can be seen on TV2 Play, and the concept is that chefs Louisa Lorang and Casper Sobszyk compete to create Denmark's most delicious dish with pork, based on the selected cut they are given. Then the hunt goes on for the other ingredients of the dish, which they have to procure themselves in the changing local areas.
- We hope that the program can help to inspire especially the many families with children to make healthy and light dishes with pork, and that we can focus on how pork can be part of a healthier and greener food tradition, says Mette Færch.
In addition to the program on TV2, the campaign also contains various digital marketing elements. Especially on social media, there will be small videos from 'Denmark's most delicious pig', and there will also be a number of banner ads on various digital platforms such as TV2, TV3, Discovery and Youtube. In addition, Danish Crown also collaborates with well-known opinion makers, who will help to spread the message about the pig's potential, and there will be active work with various in-store activities.
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