Beattie McGuinness Bungay has launched a multimedia campaign for BPEX, the British Pig Executive, to rally consumers to make "the pork promise".
An estimated two-thirds of imported pork and pork products are produced in a way that would be illegal in Britain. The campaign aims to help consumers understand the benefits of higher welfare and to support Red Tractor pork. It urges people to look for the Red Tractor logo to be sure of buying a higher-welfare product.
The campaign runs on the LovePork Facebook page and the LovePork website, and includes print and poster ads urging people to "grill it before you buy it", as well as online display advertising, partnerships with key bloggers and social media advertising support.