Challenge:
A disastrous wheat harvest in 2007 meant pig farmers faced sky high feed prices and crippling losses.

In September 2007 Good Relations was briefed by BPEX to run a campaign to raise consumer awareness of the issue. The objective was to show that messages about the plight of pig farmers were reaching consumers in order to persuade supermarkets to increase the price paid to farmers.

Solution:
The campaign theme ‘Pigs Are Worth It!’ was developed and GR focused big creatives to keep the issue in the media agenda for well over a year. Activity included:

·    A Band-Aid style single ‘Stand by Your Ham’

·    A demonstration of 700 farmers at Westminster

·    A documentary series ‘An Inconvenient Trough’ inspiring ‘Jamie Saves our Bacon’ for Channel 4

Result:
Media coverage generated 400m opportunities to see in the UK and has featured across all national TV stations, in the majority of national newspapers, plus a number of regional and consumer media.

Although many pig farmers are still struggling the price received by farmers has increased and stabilised.

The campaign has won a series of awards.