The latest burst of the ‘This is British pork. But not as you know it’ campaign delivered strong results in February, according to AHDB.
The campaign shines a spotlight on pork as a nutritious and versatile alternative to chicken, which is big on protein, big on taste and big on value and aims to demonstrate the value and versatility of British pork by enticing consumers with delicious recipes that can easily be made at home.
Advertising ran across on-demand platforms and TV, helping awareness for pork reach its highest level since 2018. TV and video‑on‑demand stood out, delivering strong cut-through, memorability and impact when households were making routine meal choices, analysis by Sparkminds showed.
The campaign positioned pork as a practical midweek option, with messages such as ‘Feed the family for less’ and ‘Feed the family for £6’. This helped boost relevance and increase purchase intent in the current economic climate, the research indicated.
Social media activity
Social media activity focused on short‑form videos and recipes, using influencers to show simple pork dishes made at home. This content performed strongly, with more people watching to the end, remembering the content and linking positive messaging directly to British pork.
Social impressions reached 95.8 million, well above the planned 64 million, analysis by the7Stars showed.
Pork mince starred as the main cut alongside clear messaging around health, taste and value. Since 2020, purchase intent for pork has increased by five percentage points and AHDB analysis shows more consumers now see pork as versatile, nutritious and easy to prepare.
Agreement that pork is quick to cook/prepare has increased by 13 percentage points, while purchase intent for pork mince rose by six percentage points year-on-year, pointing to continued demand for affordable, flexible cuts.
Alongside this, the ‘always-on’ Love Pork activity continues to keep British pork visible between campaign bursts, AHDB added.