THE JOLLY HOG / CONSUMER RESEARCH, ADVERTISING CAMPAIGN
The Jolly Hog is on a mission to become the best loved meat brand in the UK. They’re passionate about ‘Jolly Good Food’ – food with full-on flavour that you’ll want to share, food that’s been made in the right way, championing animal welfare and protecting our planet.
Sales of sausages and bacon peak in the weeks before Christmas, so to help guide potential customers in making the right choice, The Jolly Hog approached us to create an outdoor campaign to drive awareness and purchase consideration.
We created several campaign concepts and used them to conduct consumer testing and research (although we prefer to think of them as ‘people with a passion for food’ rather than ‘consumers’). We then implemented our findings to optimise the best performing route.
The final campaign reflects The Jolly Hog’s cheeky brand humour and makes heroes of their premium pork products, with mouth-wateringly oversized images of sausages and bacon, designed to stop meat-lovers in their tracks as they search for tissues to wipe the drool from their chins.
Our ‘Make it a Jolly Good Christmas’ campaign line reinforces the sharing occasion and The Jolly Hog’s welfare credentials, and is designed to change by occasion for future campaigns, for example ‘Make it a Jolly Good Easter / Summer / Cup Final / Barbecue’, and so on.
“We’ve really enjoyed working with Superstar on this brief and have valued the thinking, creativity and organisation you’ve brought throughout. We’re delighted with the end result. Thank you, you talented bunch!”
Christine Everett
Head of Marketing
The Jolly Hog