In the latest edition of Pig World, AHDB’s senior marketing manager’s (pork) Nicola Dodd outlines the latest pork campaign, focusing in feeding the family for less, due to launch later this month.  Â
In response to the support AHDB’s marketing activity received in the Shape the Future vote, we are continuing to work hard to promote pork to British consumers.
The 2022–2023 consumer marketing activity includes two separate campaigns to raise awareness of key pork attributes and encourage regular purchase. Firstly, given how inflation is at a 40-year high, with food and fuel bills continuing to rise, our autumn campaign is focused on affordable meals.
The ‘Feed the family for less with pork’ campaign, which will go live on October 17 and runs for six weeks, uses economical cuts of pork such as shoulder, sausages and lean mince to create family-friendly everyday dishes.
Working with our food communications manager, Denise Spencer-Walker, we have developed a range of new and exciting recipes that deliver on taste whilst being mindful of cost. Using store cupboard ingredients and seasonal produce, and keeping ingredients to a minimum, our new recipes will each feed a family of four for under £5, with some recipes coming in at under £1 a head.
Inspiring consumers with these simple and tasty new recipes, supported with mouth-watering photography, the recipes give consumers a reason to select pork for evening meals, showcasing its affordability while also being tasty and versatile. Consumers will see the campaign online, during on-demand TV shows and in the aisles of eight supermarket chains.
Our marketing campaigns are based on market data and consumer insights. By delving into consumer behaviours, buying patterns and attitudes, we have a better understanding of what these consumers are looking for and how best to reach them.
The ‘Feed the family for less with pork’ marketing activity will be focused mostly online, as well as on catch-up TV. By having a presence in this space, it allows us to target our audiences more effectively and use our marketing budget to the maximum.
Pork will then return to our screens in January 2023, with another burst of the successful pork medallions campaign. The focus shifts to the ongoing task of educating consumers about the leaner cuts pork has to offer and how pork can form part of a healthy, balanced diet.
For the past five years, the pork board has seen the value of us doing our own consumer marketing activity, as pork has its own unique story to tell. To date, the campaigns have been highly successful at shifting consumer perceptions of pork, from that of a fatty, old-fashioned meat, to one that can be tasty, lean and easy to cook.
Evaluation of last year’s pork campaign showed that 92% of consumers agreed that the TV advert communicated pork medallions as a healthy mealtime choice, and 75% said they felt differently about pork medallions after seeing the campaign.
For more information about the campaigns, follow the LovePork and AHDB Pork social channels, and to find out how our marketing can help your business, for example by providing recipes, campaign images etc, visit ahdb.org.uk/feedthefamilyforless
