Burnett lands Australian Pork account

Leo Burnett Melbourne has picked up Australian Pork's multi-million dollar creative assignment after a four-way pitch, from three-year incumbent agency Reed Miltiades Kaye Ad Partners. Burnett has been tasked with increasing growth by 50 per cent over five years and challenging consumers perception that the meat cannot be served medium rare. An integrated campaign concept is expected to launch in November, at Australian Pork's annual general meeting.