AHBD has outlined the aims of its autumn pork new marketing campaign, which it said would try and address the fact British retail sales of fresh pork have been in decline for a number years.
Compared with 2012, 20,000 fewer tonnes of pork was sold in 2016, with the decline being accelerated in the last two years, despite falling pork prices. Much of this decline is thought to be due to a fall in the number of households buying pork during the course of the year. Reducing this decline and adding value to the cuts purchased is key for the UK pork industry, as most fresh pork sold by retailers comes from domestic pigs.
With this in mind, AHDB Pork is launching a new marketing campaign in the autumn, which focuses on the promotion of pork for the midweek meal occasion. The fully integrated marketing campaign, which will combine PR, social media, activity in supermarket stores, as well as TV and online advertising, will demonstrate the versatility, ease of cooking and great taste of pork loin and fillet medallions, as an ideal midweek meal – disrupting a midweek market which is currently dominated by chicken breasts.