Quebec Hog Farmers push the versatility of pork

Quebec Hog Farmers have taken over two busy transit hubs in downtown Montreal in an attempt to convince consumers that recipes featuring pork can be quick, delicious and versatile.

Slated to run for four consecutive weeks at the Lucien-L’Allier train station and Berri-UQAM metro station, the execution developed in partnership with LG2 includes a mural, digital billboards, wrapped columns and wallscapes.

Fixed to the columns and wallscapes are take-away pork recipes of the week, created exclusively for the campaign by chef Stéfano Faita, host of CBC’s In the Kitchen. There’s a different recipe for every week, which commuters are encouraged to grab and try at home.

Quebec Hog Farmers are part of the Quebec Federation of Pork Producers (FPPQ), an agricultural association founded in 1996. The FPPQ represents more than 3,500 producers across Quebec.

The effort runs until early November.

This article first appeared on MarketingMag.com