AHDB has announced the return of its successful Feed Your Family for Less with British Pork campaign on July 5.
It aims to inspire families to view British pork as an affordable, tasty and healthy choice that can be used in lots of different dishes.
Running until July 31, the campaign will be featured across social media, YouTube and in seven major supermarket chains.
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The campaign will display recipes using cuts such as 5% fat mince, loin steaks and fillet, all for under £1.50 a portion.
Featured recipes include Mexican-Style Pork Burger, Creamy Lemon Pork Pasta and Korean Style Pork Mince Bowl.
Social media promotion
Eye-catching adverts featuring pork recipes will be promoted on Facebook, Instagram and Pinterest, and will also be available in the Healthy Pork Recipes collection on the Love Pork website.
Television adverts highlighting the versatility and value of pork dishes will be promoted on YouTube to reach a broader audience.
In seven supermarket chains, the campaign will include on-pack stickers with QR codes, tear-off recipe sheets, floor vinyls and flags encouraging shoppers to choose British pork.
AHDB head of marketing Carrie McDermid said: “We know from the last campaign burst that the messages landed well and the advertising inspired consumers to choose pork.
“With a majority of people still very concerned about the cost of living, the campaign demonstrates the great value of British pork and positions it as a tasty and nutritious meat than can be used in lots of different meals.
“This latest burst of advertising continues with these messages, keeping British pork front of mind and hoping to win some plate-share from chicken”.
Love Pork Student Staples: Healthy Eats recipe videos, created in collaboration with Tasty UK, will target those aged 18-25 on Facebook, Snapchat and Instagram.
The videos, featuring food and fitness influencer Lucy Kent, demonstrate quick and easy pork recipes for budget-conscious students.
More information on the campaign can be found on the Love Pork website.
