As spring ushers in a new season, SA Pork is happy to launch its boldest campaign yet: “Think Smart. Think Pork!” This launch comes at a pivotal time. With foot-and-mouth disease (FMD) outbreaks putting pressure on the beef supply chain and driving prices higher, South African families are feeling the financial strain. Pork offers the ideal alternative, affordable, versatile, and flavour-rich, making it the smart choice for the months ahead.
What does “smart” really mean?
The campaign’s strength lies in its flexibility. “Smart” speaks to different audiences in different ways:
- For families managing tighter budgets, smart means saving money without compromising on taste.
- For home cooks and foodies, smart means capitalising on versatility; pork adapts beautifully to cuisines from across the globe.
- For flavour-lovers, smart means discovering how pork pairs perfectly with spices, marinades, and sauces, bringing bold taste to every dish.
- For everyday convenience, smart means choosing cuts that are quick to cook, simple to prepare, and fit seamlessly into busy lifestyles.
Cuts with character
Another exciting layer to the campaign is its focus on pork cuts, each given a personality of its own. By unpacking where each cut comes from and how it can be used, “Think Smart. Think Pork!” makes it easier for consumers to connect with the meat on their plates. Whether it’s the hearty resilience of pork shoulder, the quick adaptability of chops, or the refined elegance of fillet, the campaign helps South Africans understand that every cut has its place and purpose, making smart choices in the kitchen even more intuitive.
Septe
Smart swaps, same comfort
The campaign’s creative approach is simple yet powerful: Keep your favourite recipes but switch them up with pork. Whether it’s a curry usually made with beef, a family-favourite stew, or even a Sunday roast, pork cuts step in seamlessly, giving households the same comfort with a smarter edge.
The invitation
Through vibrant storytelling, inspired recipes, and partnerships with creators, “Think Smart. Think Pork!” is not just a marketing campaign, it’s an invitation to rethink what’s possible at mealtimes. Explore the first phase of the campaign at sapork.co.za, see the creative in action, and discover why pork is ready to take its place as the protein of choice for every season.
