SA Pork

CONSUMER EDUCATION

DRUM, YOU & HUISGENOOT video campaign

Eighteen new videos were flighted Oct – Dec on the DRUM, YOU & HUISGENOOT channels. Additional elements were digitorial- and social media content. It reached 3 885 286 consumers, while the industry benchmark is 1 680 000. Videos views were 462 381 while the industry benchmark is 180 000. 

DRUM

DRUM Video 1

DRUM Video 2

DRUM Video 3

DRUM Video 4

DRUM Video 5

DRUM Video 6

YOU

HUISGENOOT

Summer Inspiration: (digital) Fair Lady, Sarie, Tuis, Home

New content was created for this Festive Season campaign across the platforms of Fair Lady, Sarie, Tuis and Home 4 290 621 people. The industry benchmark is 3 780 000.

Active engagements were generated by 110 538 people. Click-throughs from the content to the SA Pork website were 34 353. Campaign elements were videos, editorial content, recipes and social media posts and shares.

SARIE

Fairlady

Food 24

A digital Christmas Celebration campaign on Food24 reached more than 1 million people.  It produced 5 782 engagements across the various Food24 platforms. Page views for recipes and content were 25 812.

Average time spend on content: 3 min 32 seconds.

Most viewed was “Here’s why South Africans eat gammon at Christmas”, generating in excess of 9 300 page views. This article ranked in the Top 17 most viewed content pieces on the entire Food 24 website in December.  The “Maple mustard mini pulled pork pies” ranked amongst the Top 22 most viewed posts for December, generating an excess of 8500 page views.

Social media content shared on Facebook and Instagram reached 453 918 users. Social media impressions in excess of 491 500 were delivered. 

A competition element was included, attracting 631 entries. The 9 December Facebook post ranked amongst the Top 5 most viewed posts on Food 24’s Facebook feed for December. 

The Gourmet Guide

This online subscription title is supported & used by Chefs, restaurant owners and food businesses. The December issue published a beautiful SA Pork sponsored article and interview with butcher/chef David Schneider of La Maison, Franschhoek.   

CRUSH subscription channel

Special Christmas content with pork was published in the digital pre-Christmas issue.  The SA Pork content reached 78 112 people, with 29 575 page views.

TUIS | HOME Recipe Club concludes

This unique weekly, digital engagement builder campaign concluded at end December 2021. In just over 18 months it had a reach of 6 011 757 content messages delivered and opened, with 351 217 engagements. Elements used were videos, food articles, recipes and social media. 

SA Pork Consumer Education

Christmas Print Campaign 

Festive Christmas/Festive Season food visuals, recipes and themed pages were placed in Modern Christmas (45 000 copies), SARIE Kersfees (60 000) a special edition of Christmas/Kersfees (54 000), TUIS I HOME (935 285 community members), Woollies TASTE (33 688 copies sold) Landbouweekblad Boerekos Kersfees (45 000), Country Cooking (10 000) and Let’s Braai/Kom ons braai (7700 printed copies and more than 15 000 digital followers).

To extend the reach even more, the Christmas food content was adjusted for digital publication and flighted across the platforms of True Love, Fair Lady, Tuis I Home, and Sarie.   

Lose It 

A double page spread article in the Jan/Feb 2022 issue emphasized pork as a valuable protein food. Lose It also gifted SA Pork with two free outside back page covers during 2021. 

Poverty Relief Contribution

SA Pork sponsored fresh pork used in 32 500 cooked meals delivered to homeless or impoverished people during 2021. A chef school prepared & packaged the meals which were distributed by an NGO.   

Food Writers Event 

A media event attended by 51 journalists and media representatives took place on 2 Dec at Blaauwklippen, Stellenbosch. Johann Kotzé addressed the media during a delicious pork lunch. Favourable publicity was generated by the event. 

SA Pork Consumer Education

Chef School celebrates pork  

The principals & students of the Sense of Taste Chef School celebrated SA Pork with an outstanding “nose-to-tail” pork lunch on 1st Dec where 35 journalists, influencers and food celebs were hosted. The guests were addressed by Johann Kotzé, who also thanked the Chef School for their enormous enthusiasm and contribution to SA Pork and the Poverty Relief feeding scheme.

Significant fresh pork sales in less than a week    

An amount of 1 197 906.73kg of fresh pork cuts was bought during the period 13 – 19 Dec 2021, by some of the 24 million daily Shoprite customers.

 

Percentage contributions to sales per area%
Eastern Cape9,03
Northern Cape (Shoprite only)6,77
KZN  (Shoprite only)7,46
Northern Provinces (Shoprite & USave)11,71
Gauteng (Shoprite & USave)14,61
Western Cape 50,58

Viva la Valentine

Pork Recipes valentines day
Tips & Tricks

Viva la Valentine

Think out of the old box and into the food box. 

Surprise the most-loved person with a gift that counts more than overpriced menus or gifts that smack of money. 

Feed them with the food of love.  

Pack a basket or a box with tasty, delicious things that are easy to eat. 

Make a meatloaf (or a really special terrine) or buy a selection of savoury and sweet treats at the deli or supermarket. Variety is the spice of life. 

What's more romantic than making your own chocolate-covered strawberries at home with hot melted fondue?

SA Pork's top #Valentinesday Tip Tweet

Pack different kinds of sliced hams and salami. Add some cheeses, small tomatoes, olives and chocolates. Don’t forget the drinks. Add fresh juices, cold wine, frothy beer or festive bubbles to make the soul smile. 

If you can’t do a picnic in the garden or anywhere outdoors, take it inside. Spread a pretty cloth on the table or the floor. Adventure = excitement. 

On this day, we can skip whatever’s boring and predictable. 

And if deli-food or charcuterie is not your thing, just add home-cooked food that’s prepared with love. Simple, yet tasty. It’s about the language of love which says: This is from me to you, I love you.    

SA Pork Consumer Education

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