Love Pork wanted to get people eating pork as an everyday, midweek meal.
We managed to win the pitch with a disruptive idea that uses humour but is based on a very real, human insight: Chicken is most people's go-to midweek meat.
Our idea, "Cheat on Chicken", was brought to life with the help of director Ben Tonge, and ran over two phases which both saw an increase in pork sales.
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