AHDB’s ‘British pork. But not as you know it’ campaign is set to return three times in 2026 with high-impact bursts across the year – including its first ever summer run on television.
This builds on the strong performance of previous phases, with consumer research in October showing pork purchase intent reaching record highs, AHDB said.
The first of three TV-led bursts this year will run throughout February, with a new appearance in the summer, and the usual autumn push.
Previous results demonstrate that purchase intent for pork climbed to 84% – the highest level on record – and versatility, value and ease of preparation also hit new peaks. TV remains a standout performance driver, with the adverts delivering strong recall and persuasion; viewers noting inspiration, versatility and affordability, the research by Sparkminds shows.
AHDB also pointed to the latest data from Worldpanel by Numerator showing primary pork retail volumes were up 2.7% in the 52 weeks to December 28, which it suggested was linked to consumers seeking affordable dinner solutions.
The expanded schedule is designed to keep British pork front of mind year-round by linking it to a wider range of seasonal eating occasions. It aims to demonstrates that British pork is not just tasty, it is also a healthy and value-for-money protein that consumers can use to add variety to their midweek meals.
Summer campaign
AHDB said the summer campaign marks a significant milestone for the campaign, ‘creating a new opportunity to inspire consumers to enjoy British pork during the summer’. It will feature a seasonally focused TV advert, developed alongside the existing campaign assets, which retains the recognisable branding and core messaging while bringing a fresher, more ‘summery’ feel.
Dishes showcased include pork burgers and harissa pork kebabs, highlighting pork’s versatility beyond traditional meals.
Running the campaign across multiple seasons strengthens British pork’s presence in a competitive protein market and helps ensure it remains relevant to how and when people are cooking and eating, AHDB said.
All three phases will be supported by video on demand, YouTube and social media. This media mix reflects research showing that TV remains a highly effective channel for reaching AHDB’s priority audiences.
Influencers and recipe-led content will continue to play an important inspirational role, showcasing dishes that feed a family of four for £6 showing how British pork can easily fit into every day, seasonal meals in a relatable and accessible way.
Carrie McDermid, head of domestic marketing at AHDB, said: “Expanding British pork. But not as you know it to include a summertime campaign is an exciting next step. It allows us to keep British pork relevant all year round and to connect with consumers around different food occasions.
“By showing how you can feed a family for £6 with healthy British dishes, we’re continuing to build momentum and support demand for the sector.”