Henry Challender Associate Creative Director

ABOUT

Mr Porky has a loyal fan base and great brand recall but, while scratchings are the ultimate pub snack, they’re not generally eaten as often as other snacks. The brand wanted to encourage purchase in retail as well as pubs, driving frequency of purchase with ‘lapsed pork snackers’, who love scratchings but haven’t eaten a pack in a month, a year, or maybe longer.

Our solution? The biggest ever pork scratchings campaign.

“There’s No Matching a Scratching” summons the spirit of the pub wheeler-dealer, giving fans a cheeky wink of encouragement to take their favourite pub snack home with them. After all, who could resist the kitsch charm of a well-tailored jacket lined with tempting packets of Mr Porky?

OOH activity is initially running across the Midlands, where pork scratchings are most popular, and is supplemented by a regional commercial radio advert, and nationwide radio coverage through a four-week sponsorship on Talk Sport. This highly targeted approach enables Mr Porky to access core scratchings consumers – who are much younger and include more women than one might imagine.

Matt Smith, Marketing Director for Mr Porky, says: “Scratchings’ unique taste really makes them the ultimate snack and they have recently been voted Britain’s favourite pub snack. This campaign reminds fans how other snacks just don’t come up to scratch and will further drive sales of pork snacks which are already the fastest growing savoury snack category.”

MADEIT CREDITS

  • Mr PorkyClient
Project featured: on 7th September 2021

There's No Matching a Scratching

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