CREATIVE CONCEPT

Poland is famous for high-quality pork. Therefore the aim of the campaign is to convince the importers from countries with high consumption of pork. The promotional campaign was designed by advertising agency Legend Group and it’s carried out by the Association of Polish Meat in Japan and in Canada with the support of EU funds. The communication strategy has been developed for the years 2016-2018.

AREAS OF ACTION

KEY VISUAL

Prior to development of a long-term strategy and the creation of the campaign for the Association of Polish Meat, advertising agency Legend Group analysed the dietary habits and manners of pork consumption by Canadians and Japanese. Hence arose the creative concept of comparison between European and local habits of eating pork. The campaign slogan: „Lest’s meat” contains a phonetic play on words referring to the English phrase „Lest’s meat”.Slogan has been designed with dozens of words taken from area of pork production and trade. With such a creative solution this slogan constitutes Key Visual and logo of the campaign. The internet address and page layouts www.letsmeat.eu, visualization stands at the fair and other promotional materials produced within the campaign have been developed based on the creative concept of Legend Group agency.