AHDB heralds its latest midweek meals campaign

New figures suggest 90% of people who saw the latest AHDB promotional campaign said it showed pork as a healthy food choice,

The Mix Up Your Midweek work reached 26.3 million homes (94%) in the UK, with eight out of 10 people saying the TV ad made them want to buy pork – leading to a £12.4m sales uplift for total fresh pork*.

In particular, pork loin medallion sales are up 36% since the campaign began, AHDB said.

The £2.5m campaign sought to remind consumers of pork’s versatility and nutritious qualities by focusing on a range of globally inspired midweek meals the whole family can enjoy. The marketing push was launched with a light-hearted national TV advert, complemented by the use of digital channels, social media and in-store activity.

The latest burst of the marketing campaign, which ran between October 2019 and February 2020, delivered nearly 22m impressions on social media and six million recipe views on video on demand.

Following the campaign, 90% of consumers claimed the advert communicated that pork was a healthy food choice, with around a quarter of respondents remembering a health message spontaneously suggesting audiences engaged well with the creatives.

Mike Sheldon, an AHDB board member and sector chair for pork, said: “The latest findings on the Mix Up Midweek campaign are incredibly encouraging and we are delighted to see the continued shift in public perceptions towards pork.”

Angela Christison, AHDB’s strategy director for pork, added: “In the UK, we have a great product to sell and it’s fantastic that more consumers now see pork as a healthy, nutritious and tasty source of protein and one of the most versatile food ingredients around.”

* Refers to fresh, unprocessed pork

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