Campaign breakdown: Pigs are Worth It

British pig farmers' body BPEX briefed its team of retained agencies - Weber Shandwick for public affairs, Good Relations for consumer media and HD Communications for trade media - to develop a campaign to raise awareness of the crisis facing the British pig industry and to increase farmers' prices.

Bemused pig
Bemused pig

Agency: Weber Shandwick, Good Relations and HD Communications
Client: BPEX and the National Pig Association
Timescale: September 2007 - ongoing
Budget: More than £100,000

WHY IS BPEX DOING THIS NOW?

A disastrous wheat harvest in 2007 meant pig farmers faced sky-high feed prices and crippling loses. Many face the prospect of going out of business.

WHO IS BEING TARGETED BY THE CAMPAIGN?

The major supermarkets - the only organisations with the power to bring about the price increases that pig farmers needed.

THE TACTICS

Earlier this week Lord Hoyle launched the latest report Is the Government buying British? on the Government's purchasing of pork and bacon. This follows consumer activity in the past two months that included the launch of a welfare choice survey suggesting the majority of consumers want to buy high-welfare pork and are prepared to pay more for it. Forthcoming PR activity will also include the launch of a chef's booklet, which featured celebrity chefs Phil Vickery, Aldo Zilli and Antony Worrall Thompson, who pledged their support for welfare pigs.

ANY POTENTIAL PITFALLS?

While there are suggestions that UK farmers are benefiting from rising consumer prices, it is important to emphasise that the picture is mixed across the various agricultural sectors. The continuing focus is to work to secure a fair price for pig farmers.

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