Cutting through the noise of the ‘eat less meat’ agenda

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Liam Byrne is AHDB’s head of meat marketing

Our third instalment of the £2.5 million ‘changing perceptions of pork’ consumer campaign is working hard to cut through the media noise of ‘eat less meat’ campaigns.

The latest Love Pork TV advert is expected to be viewed by more than 20 million people, featuring a variety of healthy and tasty pork dishes, including healthy sweet and sour pork and healthy stir fry.

Evaluation of the previous phase of our campaign has shown that following our TV advert, consumer perception of pork has changed for the better, and the number of people buying it has increased.

If you haven’t guessed already, the advert aims to reflect a more health-focused key message – that pork is rich in protein, low in salt and contains nine vitamins and minerals that contribute towards good health, emphasising how some cuts, such as loin medallions and fillet, are low in fat and saturated fat.

Cutting out food groups, without careful substitution, can lead to nutritional deficiencies, so we aim to make it easy for more people to make a healthy and informed choice that’s also nutritionally balanced. Therefore, it’s important consumers are aware that pork is much more than just a ‘bacon bap’ and that it can also be used in a variety of healthy cuisines.



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