Building a trophy cabinet for the world’s best ham

Communications strategy | ADVERTISING | MEDIA MANAGEMENT | SOCIAL MEDIA MANAGEMENT
INDUSTRY: PORK
Glazed ham garnished with fresh basil leaves, served with pomegranate seeds, oranges, and lemons on a black surface.

The client:

Otway Pork is Australia’s leading outdoor pig producer, known in culinary circles for an obsession with quality and a deep commitment to ethical farming. Otway Pork is the kind of name that chefs know and butchers ask for.

The challenge:

Hot off winning Global Gold in Germany and the Champion’s Trophy at the Australian Charcuterie Excellence Awards, Otway Pork had earned a title few could claim: the world’s best ham. Our job was to make sure everyone knew it.

A glazed baked ham with slices cut, garnished with basil leaves and pomegranate seeds, on a black slate platter.

Our strategy:

This wasn’t a moment to whisper. It was a moment to roar, straight from the streets of Geelong, Otway Pork’s hometown. This campaign drew on a simple insight: in the world of smallgoods, awards talk. So, we gave those trophies a megaphone.

Build that ham a statue became the creative hook. A tongue-in-cheek line that gave us permission to go big, because if your kid brought home this many trophies, you’d never shut up about it either.

Our delivery:

  • High-impact outdoor billboards across Geelong

  • Strategic radio placements

  • Smart, targeted paid social

  • Organic social that sparked pride and shares

  • Influencer engagement

  • End-to-end media management