September 25, 2012
By now you have undoubtedly heard that the world is headed towards a massive shortage of bacon next year. While I am saddened at the prospect of Sunday brunch without bacon, I was really impressed at how well Britain’s National Pig Association (NPA) “Save Our Bacon” campaign rolled out.
Droughts hurt the corn and soybean crops in Russia and North America, which meant less food for farmers to feed their livestock and a decrease in European pigs. So how has the NPA handled the impending crisis? Very well, actually. With frequent press releases and key media placements, the group has connected with the masses and gotten its message heard. NPA is asking shoppers to select pork and bacon with the British Red Tractor logo. They are hoping that an increase in demand for British pork could help persuade supermarkets to pay pig farmers a fair price for the meat to cover the drought-related losses before it is too late.
What has the NPA done right in its awareness campaign?
- A worthy cause. Who doesn’t love bacon?!? Even if news outlets like Gawker and the Huffington Post are reporting the shortage with a hint of a joke, at least they’re reporting it.
- A simple message. Buy pork with the NPA logo. It’s easy for consumers to understand and remember.
- Consistent branding. The red tractor logo will be used all over Britain. That logo also appears on NPA’s website and materials.
- Member engagement. NPA members contacted members of Parliament to engage them to support the campaign. NPA gave its members tips for how to conduct the outreach and helps track the Parliament members’ responses. It plans to send a press release acknowledging any governmental officials who have supported the campaign.
Are you bummed about the bacon shortage? Is there anything else that Britain’s National Pig Association could be doing to prepare?