AHDB is launching a new burst of its ‘This is British Pork. But not as you know it’ campaign in October, covering TV, social media feeds and supermarkets across the country.
Building on strong results from previous activity, the campaign is designed to encourage more consumers to choose British pork by highlighting its value, versatility, taste and nutritional benefits, helping drive demand for British pork and supporting the wider supply chain.
AHDB is introducing several elements to the campaign, including a TV advert, a Healthy Savings challenge – influencer-led activity that shows consumers how they can save money by swapping chicken breast for British pork mince in everyday meals – and a range of new recipe-led videos positioning pork as tasty and easy to cook.
New Feed the Family for £6 recipe videos and Switch and Save videos will feature ‘simple, delicious dishes highlighting how choosing pork can help families make their food budgets go further’.
The October activity follows a successful February campaign that reached more than 40 million consumers and generated 95.8 million social impressions, according to campaign analysis. It showed purchase intent for pork increased by five percentage points since 2020, while for pork mince, the main cut of this campaign, it rose by six percentage points year-on-year. Consumers also showed the strongest agreement yet that pork is nutritious, versatile and quick to prepare.
Year-round promotion
AHDB’s said its marketing activity is designed to help create and maintain demand for levy payers’ products by keeping British pork at the forefront in an increasingly competitive food market, while responding to changing consumer needs and priorities.
The latest campaign is part of its year-round promotion of British pork, which will be supported by three impactful TV adverts over the next 12 months.
“Through recipes, social media content and the Meet the Farmer video series, AHDB continues to highlight the people, care and expertise behind British pork production while encouraging consumers to choose British pork more often,” AHDB said.
A range of channels are targeted to reach consumers at different points in their decision-making, from meal planning and recipe inspiration through to food shopping and cooking at home.
Carrie McDermid, AHDB head of marketing and retail, said: “The results from our February campaign show that sustained promotion can make a real difference. We reached more than 40 million consumers and saw improvements in purchase intent and perceptions of pork’s value, versatility and nutritional benefits.
“We’re building on those results this October with new activity alongside our TV advert, including a Healthy Savings challenge and new recipe content. By continuing to remind consumers why British pork is a great choice for family meals, we’re helping drive demand for the product our levy payers produce.
“Consumers have more choice than ever when deciding what to buy and cook, and our responsibility to the levy payer is to make sure British pork remains relevant and visible.”