£13 million sales boost from 2016 Pulled Pork campaign

The 2016 phase of the industry’s Pulled Pork campaign has delivered a sales boost worth £13 million, according to new figures from AHDB Pork.

In addition to its direct cash benefits, the campaign also brought new consumers to the ‘roasting’ category, with the research company, Kantar, revealing a 30% rise in spending from consumers who had not previously bought either a pork, beef or lamb roasting joint and a 56% growth from so-called “light” buyers of pork, who usually only buy pork once or twice a year.

The campaign is also claimed to have brought an increased number of younger consumers to the category, with two-thirds of shoppers being under 55 years of age, which was the campaign’s target demographic.

“We are really pleased with the results,” said AHDB Pork’s head of marketing, Kirsty Walker. “It’s really important we maintain momentum and keep inspiring consumers to buy pork. We also need to remember this is just the first step on the journey to rejuvenate the image of pork by making it more relevant to today’s consumer.”

According to Kantar’s campaign evaluation the second phase programme generated over £7.55 of additional sales, across the whole category, for every £1 spent on marketing activity by AHDB Pork.

“The campaign has been incredibly successful in getting the industry to work together on raising the profile of pork whilst driving both volume sales and the value of pork shoulder,” commented AHDB Pork chair, Meryl Ward.

“In pulled pork we have a hero dish which has grown in popularity and is something consumers are obviously enjoying cooking.  It’s important we keep this momentum up so I’m excited to see what the next campaign will look like.”

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