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CONSUMER EDUCATION AND COMMUNICATION

Drum Food Ambassador Project

The monthly follow-up publicity of 2 pork recipes, cooked and styled by the
winner in the competition, is continuing until February 2020.

The freestanding recipe book is currently on sale at retail outlets and news
agency magazine sales outlets.

Heritage Month Digital Campaign

To capitalize on the braai-hype of September and especially 24 September’s
Heritage Day which is strongly associated with all things braai and outdoor, a
digital campaign to promote the enjoyment of pork braai cuts was
implemented on 24.com, on their food channels.

We featured not only the more expensive braai cuts and beautiful
photographs of South Africans enjoying braaied pork, but also showed
delicious pork potjies and low-cost recipes with pork trotters and stewing cuts
in pork potjies.

Consumers were invited to send in photographs of their favourite pork dishes
with a truly “South African” character to it, and 11 people has each won a
R1000 pork gift voucher to be redeemed at their closest Food Lovers Markets
outlet. The final campaign statistics is awaited from 24.com.

New videos, articles & social media in Home and Tuis

Two new cooking videos, each one of them accompanied by a double page
spread advertorial, social media posts and digital articles, have appeared in
September and October in Home and Tuis.

The content is also shared with extensive publicity for pork on Netwerk24.
These appear in English and in Afrikaans.

Parys ALFA show

SAPPO offered tastings from a SA PORK kiosk at this livestock show.

During the early morning hours delicious, crispy bacon tastings were served,
and later during the days the pork stir-fry dishes prepared and offered proved
to be popular and tasty.

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