Leeds’ Prohibition has been appointed to deliver a new consumer PR campaign for Mr. Porky, the UK’s number one pork scratchings brand and part of Tayto Group Ltd, just in time for the World Cup.
The project will see Prohibition partner with Principles, a leading Leeds-based creative activation agency, on a national campaign designed to reignite conversation around one of the nation’s most iconic snacks.
Built around the central campaign idea that “pork scratchings make beer taste better,” [and who can argue with that? ed] the campaign aims to position Mr. Porky at the heart of the classic pint-and-snack occasion, tapping into the build-up of June’s World Cup as a key moment for at-home or in-pub snacking.
Prohibition will lead the consumer PR element of the campaign, driving awareness through creative storytelling, consumer research and expert-led commentary.
The campaign messaging will also be brought to life across a range of additional touchpoints, from digital content to trade PR, creating multiple opportunities to engage consumers.
Principles will develop a social-first experiment that tests whether consumers feel pork scratchings really enhance the taste of a pint and lead the campaign’s creative video element.
Will Ockenden, director at Prohibition PR, said: “Mr. Porky is a super-brand in the snacking world, and this is exactly the type of PR-first campaign we love getting stuck into.
“It’s playful, culturally relevant and built on a simple truth that people instantly understand – that a pint and a packet of pork scratchings are a brilliant match. Our role is to take that idea and give it national media appeal.
“It’s also great to be working alongside Principles on a campaign that brings together PR, creative and content in a genuinely integrated way, ensuring the idea lands consistently across earned media and digital channels.”
Liz Bryne, client services director at Principles, added: “Many of the best creative campaigns start with a simple observation about the customer and create a natural link with the brand.
“So we can’t wait to take this observation about the great British pint and pork scratchings pairing to the public with Prohibition and the Tayto team.”
Matt Smith, group marketing director at Tayto Group, “chipped” in: “This campaign is about celebrating the brand’s heritage in a way that feels fresh, fun and relevant for today’s consumer.
“Whether enjoyed at home or in the pub, pork scratchings and beer are a classic pairing that stretches back decades, but we wanted to go a step further by turning that familiar truth into a campaign that gets people talking.
“Ultimately, the objective is to drive fresh relevance for Mr. Porky, reinforce its role in pint-and-snack occasions, and remind consumers why it remains one of the nation’s best-loved snacks.”
