AHDB Expands Pork Promotion After Record Results
AHDB Launches Expanded British Pork Marketing Campaign
The Agriculture and Horticulture Development Board (AHDB) has confirmed the return of its flagship pork campaign, “This is British pork. But not as you know it”, with an expanded programme designed to keep pork relevant all year round.
For 2026, the campaign will run across three TV-led bursts, including the first-ever summer television push for British pork. AHDB said the move reflects a strategy to drive consistent demand beyond traditional seasonal peaks.
The previous autumn campaign delivered record results, with purchase intent reaching 84% and retail pork volumes rising by 2.7%, underlining the effectiveness of sustained consumer-facing promotion at a time when households remain price-conscious.
The refreshed campaign will continue to focus on versatility, quality and modern usage occasions, positioning pork as a flexible protein suited to everyday meals as well as premium dishes. AHDB believes this approach is critical to defending pork’s share of the protein market amid competition from poultry and plant-based alternatives.
Industry representatives have broadly welcomed the expanded marketing effort, noting that demand-side support is essential as producers and processors navigate ongoing cost pressures, changing consumer habits and tighter margins.
Source: AHDB | 2 February 2026
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