A two-phase pulled pork promotion, worth £2.7 million, will kick off on February 10, timed to boost consumer demand for Valentine’s Day, Mothering Sunday and Easter, with a second burst of activity following around the May Bank holidays.
Launched by a TV advertising campaign, supported by PR, social media and in-store activity, the phase one programme will include the unveiling of a “love rub” to be applied to pork and engagement with some of the UK’s top “daddy bloggers” to get fathers and sons cooking pulled pork on Mothering Sunday.
Last year’s campaign is credited with boosting fresh pork sales by £7.8m, getting an extra 206,000 households to buy pork shoulder. The new campaign is designed to move product demand forward again.
“Extensive research showed consumers saw pork as not being relevant to modern life,” said AHDB Pork sector strategy director, Mick Sloyan, adding that the new campaign would seek to address this perception by using pulled pork to illustrate that buying pork can be modern, exciting and easy to cook and also a pleasurable experience for family and friends.
“There won’t be changes overnight, however, as it takes time to alter consumers’ perceptions.”
Headline image shows valentine pot pies, made for the new campaign