When Australian Pork introduced their new character, the charismatic Spaniard, Ramón Jamón, his simple question – “Por qué?” – immediately cut through with consumers. The goal was to break down barriers to pork and get Aussies thinking differently about their dinner choices.
Over four weeks across the eastern seaboard, the campaign in which Ramón reinforced the message that ‘Life’s tastier when you get some pork on your fork’, maximised audio’s ability to drive attention, spark imagination and influence purchase behaviour.
Critically, the campaign wasn’t just noise, it was a strategy backed by insight. atn leveraged findings from OMD’s Audio Landscape Study, which confirmed that audio ads capturing attention and sparking visualisation are up to 40x more effective.
Working with Kantar, atn conducted a rigorous Attention Context Lab Study for the campaign testing it with 775 people to gauge the impact.
atn didn’t just generate attention, it translated it into meaningful shifts in attitude and behaviour. Por qué not pork, indeed.
of listeners said they were likely to reconsider their dinner options after hearing the ad
was shown to be the strongest driver of consideration in the food and drink category
