Pig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    • May 2025
    • April 2025
    • March 2025
    • 2025 Buildings supplement
    • February 2025
    • 2025 Nutrition Supplement
    • January 2025
    • December 2024
    • November 2024
    • National Pig Awards supplement
    • October 2024
    • September 2024
    • August 2024
    • 2024 Pig Health supplement
    • July 2024
    • June 2024
    • Innovation supplement 2024
    • Pig & Poultry Fair Guide 2024
    • May 2024
    • April 2024
    • Buildings Supplement
    • March 2024
    • Pig Nutrition (Beyond Zinc)
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • National Pig Awards Supplement 2023
    • October 2023
    • September 2023
    • Health Supplement
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
Podcast
Pig WorldPig World
  • News
      • Animal Health
      • Breeding
      • Business
      • Environment
      • EU
      • Food Safety
      • Housing
      • Marketing
      • NPA
      • National Pig Awards
      • New Products
      • Nutrition
      • People
      • Pig Fair
      • Politics
      • Training & Education
      • Welfare
  • Features
    • Animal Health
    • Breeding
    • Environment
    • Farm Visits
    • Herd Recording
    • Housing
    • Marketing
    • Nutrition
    • Products
    • Training
  • Comment
    • AHDB Pork
    • Chris Fogden
    • Dennis Bridgeford
    • Peter Crichton
    • Red Robin
    • Veterinary View
    • Zoe Davies, NPA
  • Numbers
  • Pig Prices
  • Magazines
    1. May 2025
    2. April 2025
    3. March 2025
    4. 2025 Buildings supplement
    5. February 2025
    6. 2025 Nutrition Supplement
    7. January 2025
    8. December 2024
    9. November 2024
    10. National Pig Awards supplement
    11. October 2024
    12. September 2024
    13. August 2024
    14. 2024 Pig Health supplement
    15. July 2024
    16. June 2024
    17. Innovation supplement 2024
    18. Pig & Poultry Fair Guide 2024
    19. May 2024
    20. April 2024
    21. Buildings Supplement
    22. March 2024
    23. Pig Nutrition (Beyond Zinc)
    24. February 2024
    25. January 2024
    26. December 2023
    27. November 2023
    28. National Pig Awards Supplement 2023
    29. October 2023
    30. September 2023
    31. Health Supplement
    Featured

    May 2025 issue of Pig World now available

    May 1, 2025
    Recent

    May 2025 issue of Pig World now available

    May 1, 2025

    April 2025 issue of Pig World now available

    April 4, 2025

    March 2025 issue of Pig World now available

    March 6, 2025
  • Suppliers
  • Jobs
    • Browse Jobs
    • Post a Job
    • Manage Jobs
  • Classified
  • Events
    • Pigs Tomorrow
    • National Pig Awards
LinkedIn X (Twitter)
Pig World
News

AHDB Pork targets midweek meals in new TV ad campaign

Chloe RyanBy Chloe RyanSeptember 25, 20173 Mins Read
LinkedIn Twitter Facebook Email

A new pork advertising campaign designed to inspire consumers to make pork part of their midweek meal menu, will hit TV screens today (September 25).

It is a key part of AHDB’s three-year strategy to rejuvenate the image of pork, initially focusing on pork loin medallions and pork fillet as perfect for quick, easy, tasty meal solutions which can be prepared in under 30 minutes.

Olympic swimming gold medallist, new mother, and MasterChef semi-finalist Rebecca Adlington has been confirmed as the midweek meals celebrity ambassador to support the marketing push. She brings with her almost half a million followers on Twitter and 80,000 on Instagram, a primary route to inspire consumers to cook new dishes.

Research shows consumer perception of pork is that of a fatty, old-fashioned meat, a barrier to purchase for some consumers. In order to demonstrate its health credentials, AHDB Pork commissioned nutritional testing to provide evidence that, in fact, these cuts are low in fat and low in saturated fat.

AHDB Head of Domestic Pork, Kirsty Walker, said: “Focusing on pork fillet, which is mostly exported, and pork loin, which is regularly downgraded to European prices, is a bold move, yet a necessary one if we are to add value to these prime cuts and overall carcase.

“Fillet and loin medallions provide us with a valuable solution to the consumer criteria for midweek meals in that they are tasty, quick, easy and low fat. This gives pork a reason to be on the dinner table during the week. Whilst TV advertising is a major investment, it is proven to yield the greatest results, reaching millions and helping to change perception and buying habits. We want to improve the pork offering in stores as a solution to the inspiration consumers are looking for, in order to break their midweek meal rut.

“Currently, consumers see pork as fatty, they are not sure what to serve it with and importantly, they don’t know how to cook it. It is these challenges the rejuvenation strategy aims to address over time.”

The new TV advert taps into research which highlights how consumers are stuck in a rut when it comes to preparing meals during the week, and will act as the prompt for consumers to re-evaluate their eating habits and to consider pork. The TV campaign will reach 77% of the target audience at least 6.5 times, as it airs between September 25 and November 5.

Recipe development with fresh pork loin medallions has been a critical part of the campaign. Whilst pork loin and fillet medallions are ticking the midweek meal criteria by being quick to cook and lean, there is a danger of overcooking. AHDB has therefore developed failsafe recipes in order to incorporate ways to avoid overcooking, without compromising on the other midweek meal musts of quick, easy, healthy, and tasty.

In-store activity, social media and PR will all complement the campaign with supporting messages around how to cook with pork medallions, as consumer cooking confidence is also a barrier for them to try cooking new dishes during the time-pressured week.

The campaign will return in the New Year, with a greater emphasis on pork’s health credentials, when health and wellbeing is high on the consumer agenda.

Share. LinkedIn Facebook Twitter Email
Previous ArticleThere may be troubles ahead…
Next Article Aldi posts record sales as rising numbers of shoppers switch to discounters
Chloe Ryan

Read Similar Stories

Red Tractor appoints farmer as chair for the first time

May 23, 2025

US-China trade tensions creating opportunities for Brazil and Europe – RaboResearch

May 23, 2025

AHDB CEO to join Sofina Foods later this year

May 22, 2025
Latest News

Red Tractor appoints farmer as chair for the first time

May 23, 2025

US-China trade tensions creating opportunities for Brazil and Europe – RaboResearch

May 23, 2025

AHDB CEO to join Sofina Foods later this year

May 22, 2025
Sponsored Content

THE GATEKEEPER OF RESPIRATORY HEALTH – MYCOPLASMA HYOPNEUMONIAE (M.HYO)

April 30, 2024

Tackle the root cause of PWD with free diagnostic tests

March 1, 2024
Current Pig Industry jobs
  • Senior-Level Pig Stockperson – Ref 1742 Norfolk

    • Norfolk
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Pig Stockperson – Ref 1471 West Sussex

    • West Sussex
    • Roadhogs Recruitment Ltd.
    • Full Time
  • Pig Stockperson – Ref 1740 Norfolk

    • Norfolk
    • Roadhogs Recruitment Ltd.
    • Full Time
GETTING IN TOUCH
  • Advertise
  • Contact Us
  • Meet The Editors
  • About Us
  • Email Newsletters
  • Subscribe
  • Reuse permissions
OUR SOCIAL CHANNELS
  • Twitter
  • LinkedIn
PARTNER EVENTS
RELATED SITES
  • Farmers Weekly
  • Agronomist & Arable Farmer
  • Farm Contractor
  • National Pig Awards
  • Pigs Tomorrow
  • Poultry News
  • Privacy Policy
  • Cookies Policy
  • Terms and Conditions
© 2024 MA Agriculture Ltd, a Mark Allen Group company

Type above and press Enter to search. Press Esc to cancel.