LETS TALK PORK-SAPPO Dialogue-Monthly Update 2018-04-20


SAPPO Dialogue will be shared on the NAHF website on a monthly basis.

See here the most recent news from the CEO; Mr Johann Kotzé

 

Pork

Pork DIALOGUE

Dear SAPPO member

It seems that the listeriosis tide is turning, with most retail groups reporting an increase in demand for fresh pork. Our campaigns with retailers, as well as our aggressive advertising, are definitely moving fresh pork.

I’ve had several media interviews this week. It is estimated that our free exposure on radio and television is worth at least R5 million. I was interviewed by Good Morning Live (SABC), Grootplaas (kykNET), and Nasie in Gesprek with James Jenkinson and CP Kriek (kykNET).  Click here for the Grootplaas interview: https://agriorbit.com/listeriose-kan-varkprodusente-se-beursies-tap/. I was also interviewed by Saturday Star and Sunday Times. Marieta was interviewed by SA Chefs Monthly, an influential publication subscribed to by restauranteurs, hoteliers and chefs.

We’ve also had interviews with many radio stations, among others, RSG, Ukhozi Radio (Zulu) and Umhlobo Wenene (Xhosa). Lennox Thom, SAPPO’s brand ambassador at the Stokvel events who also assists with SAPPO’S township promotions, handled the Zulu and Xhosa interviews. These radio interviews were conducted to address and reposition the most frequent objections against eating pork into positive messages, aimed at consumers in the LSM groups 4 and 5, and form part of SAPPO’S latest radio advertising campaign. The radio stations Thobela FM (North Sotho) and Lesedi FM (Sesotho) are also included in the campaign.

The marketing team also arranged for 90-minute “infomercials to be aired on all the above stations, where an interviewer asks questions about pork, and the correct answers are given, including an explanation of the benefits of South African pork. Marieta will be interviewed during the next three weeks on Sekgosese FM, one of the biggest community radio stations in Limpopo. Advertorials with the same positive messages about fresh pork will appear in the Limpopo community publications My Pride and Kasie Focus during the same time frame.

SAPPO’s new television advertisement was broadcast for the first time this week on eTV and SABC 1 and 2. The current television and radio campaigns will run for two weeks. “We have chosen the scenarios, dialogue and execution of the TV advertisement carefully in order for SAPPO’s target market groups in LSMs 4 and 5 to relate to our message,” says Marieta.

The TV commercial shows a young, female chef working in a restaurant kitchen, choosing fresh South African pork. When the chef goes home to her own family, their choice is also fresh South African pork.

We are still receiving significant publicity (at discounted rates) in consumer magazines and on their digital platforms. This complements the advertorial space purchased in various publications.  Almost all the consumer publications that SAPPO has done business with have shown substantial goodwill towards our industry.

Click here to access the latest Taste Magazine‘s advertorial, “Grab a tjoppie”. https://taste.co.za/5-top-tips-cooking-perfect-pork-chops/

Meanwhile, the PR agency Joe Public is conducting an extensive radio campaign on behalf of SAMPA to promote processed pork. All in all, we are pulling out all stops to promote fresh pork and it seems that we are slowly but surely winning the listeriosis war.

Yours Sincerely
Johann Kotzé
See here the marketing campaigns from SAPPO:

https://sapork.us17.list-manage.com/track/click?u=6c0a5b89835d7a3fa2400e929&id=6bac307349&e=c474774c79

https://sapork.us17.list-manage.com/track/click?u=6c0a5b89835d7a3fa2400e929&id=f52fe47efd&e=c474774c79

https://sapork.us17.list-manage.com/track/click?u=6c0a5b89835d7a3fa2400e929&id=98a243b2db&e=c474774c79

https://sapork.us17.list-manage.com/track/click?u=6c0a5b89835d7a3fa2400e929&id=c489ff2109&e=c474774c79

https://sapork.us17.list-manage.com/track/click?u=6c0a5b89835d7a3fa2400e929&id=152a8b2247&e=c474774c79