A shopper who had drifted to unbranded pork sees the brand on national television, on the truck that passes her street and in a recipe book that tells her what to cook — and comes back. Brand salience in pork had slipped from 49% to 46%; this is the repositioning I ran across TV, digital, fleet and out-of-home.
Losing share to a competitor is a problem you can out-argue. Losing it to unbranded meat means shoppers have decided the category is a commodity and your name is not worth the premium. That is not an advertising brief — it is a repositioning, and the campaign was built from the equity diagnosis rather than from a request for awareness.
The brand is known; buy more reach and remind people. Simple to approve, and it treats a positioning problem as a media problem.
Move from an adjective any competitor could claim to a position only the leader can take — and make buying unbranded feel like a downgrade.
From "deliciously trustworthy" to the pork of Ecuador. Backed by a 40-recipe book of traditional dishes, because advertising creates the intention and the recipe removes the last excuse not to act on it.
Losing share to a competitor is a marketing problem you can out-argue. Losing it to unbranded is worse: it means shoppers have decided the category is a commodity and your name is not worth the premium.
brand salience, falling
total campaign investment
TRPs across two commercials
TM/year target, taking share to 20.4%
The creative device was the question the category actually lives on — "so what am I making today?" — with a national cooking-show chef arriving unannounced in real kitchens across four everyday scenes.
| Channel | Investment | What it carried |
|---|---|---|
| Television | $4XX K | A 45-second film reaching 3M, plus placement in the cooking-show block |
| Fleet | $5X K | 23 trucks — owned inventory doing paid-media work |
| Production | $1X K | Four scenes, built around traditional dishes |
| Digital | $1X K | Owned channels plus a dedicated campaign site |
| Social | $1X K | 2M on Facebook, 1M on Instagram, 300k on video |
Media split of the $5XX K campaign. Supporting formats: 9 billboards, 61,600 screen spots a month over four months, radio, in-store and the two owned magazines.
"Deliciously trustworthy" is a claim any brand could make. "The pork of Ecuador" is a position only the leader can take — and one that makes buying unbranded feel like a downgrade.
Traditional dishes, not aspirational ones. Advertising creates the intention; the recipe removes the last excuse not to act on it.
Airtime came from an upfront I negotiated with the national channels: more than $1.2 M in TRPs across prime time and the daily schedule, with the media agency's support.
The reason I keep this case is not the size of the buy. It is that the campaign was built from an equity diagnosis — a specific number falling for a specific reason — rather than from a brief asking for awareness.
Two thousand TRPs against a vague objective is expensive noise. The same money against 'shoppers are deciding this category is generic' is a defensible investment, and you can tell afterwards whether it worked.
Salience and buyer drift measured first, so the campaign has a job.
Television, fleet and out-of-home planned as one system, with a useful reason to choose.
The tracker says what is slipping; the campaign answers it.