Back British Pork Campaign Launched
A new pig sector campaign will launch in February with an aim to inspire the public to incorporate more British-produced pork into their meals.
AHDB’s campaign ‘British pork… but not as you know it’ will highlight lean cuts like loin steaks and 5% fat pork mince, showcasing their versatility and appeal.
It will include numerous recipes, with an overall aim to position 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.
The levy organisation’s campaign will also highlight pork’s convenience, making it an ideal choice for busy households.
Adverts will appear across traditional and on-demand TV channels like ITV, Channel 4, Sky and Netflix, alongside digital platforms such as YouTube, social media and in-store promotions.
AHDB pork sector director, Angela Christison said: “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.”
Read full article Share on twitter