AHDB’s pork marketing campaign has helped to reinvigorate the public perception of pork and reaching audiences who might have overlooked it, particularly the younger generation, research shows.
Launched in February during a time of continued cost-of-living concerns and changing consumer habits, the ‘This is British Pork. But not as you know it’ campaign aimed to reposition pork as a nutritious, affordable, and versatile mealtime choice – not just the occasional Sunday roast.
There was a big focus on British pork mince, as the campaign challenged assumptions and showcased fresh, contemporary meal ideas through high-profile media, including a TV ad seen across Channel 4, ITVX, Sky, Netflix, YouTube and social media.
Analysis of the campaign by media agency the7stars showed the campaign delivered more than 50.7 million impressions on social channels, up 6.4 million on the previous year.
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ndependent market research conducted by Sparkminds before and after the run revealed a 6% increase in purchase intent for pork mince. It also found the campaign resonated strongly with younger audiences. Purchase intent among Gen Z reached 83%, the highest level in three years, with eight in 10 saying the advertising made them think more positively about cooking and eating pork. In a demographic often considered hard to reach, this is a significant breakthrough, AHDB said.
The 30-second TV ad brought together dynamic visuals, upbeat messaging and punchy lines, including ‘Pork is not just for Sundays’, to highlight how pork can star in dishes from tacos to stir-fries. Agreement that ‘You couldn’t fail to remember it was for British pork’ was up by 10 percentage points, demonstrating stronger-than-ever product recognition.
The message was reinforced in-store and at the point-of-purchase: hanging signs, on-pack stickers and chiller visuals were well received, proving that joined-up messaging is a must in encouraging meal inspiration where it matters most.
“This campaign shows what happens when you speak to consumers’ priorities – cost, taste, health, and trust,” said Nicola Dodd, senior marketing manager for pork at AHDB. “By reimagining how pork can fit into everyday life and keeping British provenance front and centre, we’ve connected with shoppers in a way that feels relevant and inspiring.”
The campaign forms part of AHDB’s broader strategy to position British pork as ‘low on cost, high in taste’, backed by trusted farming standards. It also reflects wider work to highlight pork’s health credentials, including nine essential vitamins and minerals.
AHDB said there is scope for future campaigns to place even greater emphasis on pork’s value-for-money message, to convert positive sentiment into long-term buying behaviour.
For more information, visit: www.lovepork.co.uk