AHDB’s ‘British pork. But not as you know it’ campaign is relaunched today, following strong results regarding consumer engagement from its initial burst earlier this year.
The campaign aims to deepen engagement, especially among younger consumers, through dynamic, digital-first content.
Since its launch in February, the campaign has recorded 16 million social media impressions, six million views on YouTube, and 3.1 million views via catch-up television. These figures were accompanied by measurable shifts in consumer perceptions and improved purchase intent with good growth for pork mince. Importantly, the campaign has delivered excellent value for levy payers, AHDB said.
The autumn campaign builds on those successes by ‘combining appetising recipe content with vibrant, visually engaging videos’ across Facebook, Instagram, Pinterest, YouTube, and on-demand TV. AHDB is also extending its digital reach through a collaboration with popular TikTok creator Mimi Harrison, designed to introduce pork’s versatility and affordability to new audiences on that platform.
As before, digital content will be supported by in-store and online calls to action, ensuring shoppers can easily access recipe ideas, cooking inspiration and information through relevant channels.
The renewed campaign which includes a new TV advert, showcases tasty, healthy, family-friendly meals that cost less than £6 to feed a family of four emphasising pork’s affordability and versatility. It is designed to prompt consumers to think differently about pork—not just as a roast, but as an ingredient for everyday cooking.
AHDB Head of Domestic Marketing Carrie McDermid, said: “We are so excited to bring back ‘British pork. But not as you know it’ with new creative energy.
“The earlier campaign showed how combining bold visuals, tasty recipe ideas and smart targeting can shift attitudes towards pork. This new burst will build on that by meeting audiences where they are and inspiring fresh ideas for how to enjoy British pork.”
For more information and to explore the recipes and content, visit LovePork.co.uk