Almost half a million more shoppers bought fresh pork during the two phases of AHDB Pork’s £3 million midweek meals campaign.
The campaign included prime time TV adverts, shown during autumn and in January 2018. It was supported by major retailers, with print, digital and social media, helping it reach a staggering 26 million households – approximately 95% of Great Britain.
Research from Kantar showed the campaign also delivered incremental revenue of £13.2m, with £6.43 of extra retail sales generated for each £1 of marketing media spend.
AHDB Pork strategy director Angela Christison, said: “Our evaluation showed the campaign’s balance of humour and clear messaging appealed to consumers who found the advertising engaging and memorable. The on-pack stickers and point of sale materials helped convert this interest into sales.
“We broke new ground with medallions, reaching health-conscious consumers and those who may have never bought pork before, people who are traditionally hard to reach.”
Highlights of the campaign included Olympic medallist Rebecca Adlington, who promoted the health credentials of pork medallions with a special midweek recipe video, which was viewed more than 80,000 times.
Backed by a further £2.5m investment, promotion will continue this September and again in 2019. An extended TV advert and new social content will promote the versatility of pork medallions and loin steaks through delicious and easy recipes, perfect for midweek meal.
The campaign forms part of a three-year strategy to rejuvenate pork’s image and make it more appealing and relevant to younger consumers.
