CASE STUDY: 'Porxer' contest puts the excitement back into pork

Aim
Nadeshiko Pork is a new Japanese-reared pork brand. A major challenge in building preference for the product was a general preference for beef among consumers. The aim was to demonstrate that pork is not only as tasty as beef, but also as nutritious.

Execution
Developed by Hakuhodo, the initiative enlisted two professional boxers of similar strength and bodyweight. For three months, one was allowed to consume nothing but pork-based dishes, while the other ate only beef dishes. Both boxers were supervised by individual nutritional advisers and physical trainers during the period. The proceedings culminated in the ring under the banner of ‘Porxer: The fight for the king of meat’. Nadeshiko took on the role of challenger, with its representative, Porxer, squaring off against Beefer. The match was broadcast live on 20 December across TV, radio, and online.

The main event was supported by ongoing footage documenting the boxer’s daily lives on a designated website, with meal and training details posted in real-time on a variety of social-media platforms. Viewers were invited to 'coach' the combatants during the fight via Twitter.

Results
The campaign reportedly generated more than US$3 million worth of publicity, and more importantly prompted a 250 per cent increase in sales compared to the previous half-year. The number of retailers stocking Nadeshiko Pork expanded four-fold, and overall brand awareness grew by 420 per cent.