Public Trust Brand Strategy and Communications Campaign

The Challenge: A disconnect exists between the public’s love of pork products and their negative perceptions of pork production practices. To strengthen public trust (and help ensure continued growth and avoid unnecessary government regulations), Manitoba Pork, the advocacy organization representing Manitoba’s hog farmers, on behalf of their members, needed to show consumers that the sector shares their values while educating the public about the sector’s ongoing investments in research, training, animal care, and environmental impact reduction.

The Solution: Working closely and collaboratively with Manitoba Pork, our team developed a Public Trust Strategy comprised of a brand strategy, communications plan, messaging matrix, critical path schematic, and recommended multimedia communications campaign. 

We relied heavily on market-based consumer research to ensure these elements would combine to form a strategic path forward, guiding the brand, messaging, positioning, and placement of every corporate communications effort and customer interaction for years to come.

The Outcome: After years of reactive communications, our Public Trust Strategy gave Manitoba Pork the tools to proactively connect with today’s socially aware and health-conscious meat consumers. By leading with a platform of shared values buttressed by credible facts, the pork sector is sharing messaging that resonates in the heads and hearts of voting-age Manitobans. Annual public surveys continue to show the public trust needle moving in the sector’s favour.