As South Africans continue to bundle up this winter, SA Pork is turning up the heat — one hearty bowl at a time. Our winter campaign launched in early June with a fresh creative direction: Pork soups and ‘soup stews’ that bring big flavour, nourishing protein, and soul-soothing comfort to every table.
Pork steps into the soup spotlight
This season, we set out to do something we’ve never done before — to put pork at the centre of winter’s ultimate comfort food – the humble soup. From creamy split pea to fiery chakalaka stew and meatball-stuffed broths, pork proved its versatility and delicious depth across every dish.
It was a bold move. But in this industry, standing still isn’t an option — and we knew it was time to push the envelope with a campaign that felt fresh, creative, and emotionally resonant.
From concept to craving
To bring this vision to life, we collaborated with our content creation partners to develop a range of inspired recipes, each brought to life with rich visuals, easy-to-follow steps, and short, snackable video reels.
These assets were rolled out across Facebook, Instagram, and print, designed to drive both digital engagement and real-world cooking. With recipes linking directly to our site, consumers were just one click away from turning inspiration into action.
By the numbers: A powerful June performance
Our June campaign results speak volumes about the appetite for this fresh direction:
- SA Pork reached over 20,6 million people, generated 50,3 million impressions, and saw 345739 link clicks.
- Engagement was high, with 6,57 million interactions and over 17,9 million video views.
- Our extended network also performed exceptionally — Suzy’s content alone reached over 662000 people, drawing in 53277 clicks, 387823 engagements, and nearly 669000 video views.
These figures reflect not only the strength of our creative and targeting strategy, but also the growing consumer excitement around pork as a winter go-to.
And we’re just getting started
This campaign will continue through July and August, with even more mouthwatering soups, stews, and casseroles set to roll out — each one building on the momentum of June and designed to keep pork top of mind in chilly kitchens across the country.
We’ll keep innovating, experimenting, and refining, all with one goal – making pork irresistible, accessible, and part of every South African’s winter table.
Thank you for helping us make pork the hero of winter
To our partners, content creators, collaborators and supporters — thank you for being part of this exciting evolution. The winter campaign has not only sparked appetite but also demonstrated the power of creative risk and culinary storytelling.
Stay tuned for the next edition, where we’ll share the next round of results and highlights. Until then — keep it warm, keep it hearty, and keep it pork.
