Back British Pork Campaign Launched
A new pig sector campaign is set to launch in February, aiming to inspire the public to incorporate more British-produced pork into their meals.
The Agriculture and Horticulture Development Board (AHDB) is spearheading the campaign titled ‘British pork… but not as you know it,’ which will highlight lean cuts like loin steaks and 5% fat pork mince, showcasing their versatility and appeal.
The campaign will feature numerous recipes, positioning pork as an affordable, nutritious alternative to popular proteins like chicken. All recipes are designed to cost less than £1.50 per portion, appealing to cost-conscious families without compromising on taste or nutrition. Additionally, the campaign will emphasize pork’s convenience, making it an ideal choice for busy households.
Adverts will appear across traditional and on-demand TV channels such as ITV, Channel 4, Sky, and Netflix, alongside digital platforms like YouTube, social media, and in-store promotions.
Angela Christison, AHDB pork sector director, stated, “Driving demand starts with understanding what motivates consumers to choose British pork. That’s where AHDB’s consumer insight team plays a vital role. They analyse buyer behaviour and preferences, identifying key audiences and how to influence their purchasing decisions. Combining this intelligence with creative marketing strategies and strong partnerships with retailers and processors forms a powerful recipe for success.”
Original story by Farming UK
Read full article Share on X