MML develops Pork Farms campaign

The pie and sausage manufacturer Pork Farms asks the eternal question "Who ate all the pies? in a new TV campaign aimed at encouraging consumers to eat more of its products.

The "Secret Love campaign plays on the fact that although pork pie sales in supermarkets are growing, few consumers ever admit to buying them. According to research, this secretive behaviour also extends to people eating their pies on the way home and hiding the wrappers, and led to the creation of the ad through Mustoe Merriman Levy.

The campaign also breaks as Pork Farms concludes a deal with Kerry Foods, which will effectively double its distribution in the UK.

The 30-second ad, planned and bought through John Ayling & Associates, breaks on 9 August, and features a mother who finds a pork pie wrapper just as she's about to dish up a lovingly prepared supper. She confronts her family, only to discover that not just her husband, but also her son, have been scoffing them. The family row is interrupted by a total stranger at the window, who admits he's had one too, and the camera takes off on a mission to seek out secret pie-eaters. Everyone it meets is guilty.

The ad ends with the line: "The nation's secret love."

Pork Farms' marketing director, Gary Johnson, said: "We are delighted to be back on air again with such a confident ad that really builds on our brand-leader status."

The campaign was written by Ros Sinclair, art directed by Sean Thompson, and directed by Jeff Stark through Stark Films.

MML created the brand's last advertising in 1998 with the strapline: "How well packed is your lunchbox? It aimed to make the pies appeal to their main purchasers, women, as well as their mostly male eaters.

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