AHDB Midweek Meal campaign to resume with ‘One Pot’ pulled pork focus

AHDB’s successful ‘midweek meal’ pork campaign resumes next week, with a new range of ‘One Pot’ pulled pork recipes and a focus on ease and affordability.

Running for six weeks between October 5 and November 15, this autumn’s consumer messaging will for the first time, highlight the impressive taste and value qualities of pork shoulder.

The newly developed range of delicious hero recipes cover an array of global flavours from Portuguese Piri Piri to Caribbean Jerk. The seven new recipes are made up of just five ingredients or less, and can be cooked together in one pot.

The new slogan of ‘One Pot, 5 ingredients’ aims to demonstrate pulled pork’s ability to deliver on flavour, as well as ease and affordability for a range of cuisines.

The Sweet ‘n’ Smokey hero recipe will be showcased to All 4, ITV Hub and Sky On Demand viewers from next week in a mouth-watering video, with the aim to get the nation adding pork shoulder to their shopping lists.

As ever, retail support is strong with a mix of in-store and online advertising such as product stickers, banners and recipe sharing, AHDB said.

Butchers and farm shops will be able to get involved with kits containing recipe cards and a poster to inspire their customers to enjoy pulled pork during the campaign. The kits can be accessed via this email [email protected].

The campaign also hopes to reach hundreds of thousands of people through social media influencers and avid home cooks with the #5ingredientschallenge and #leftoverchallenge. You can follow the campaign with #pulledpork.

This year’s campaign intends to build on the positive shift in opinion built up over three years of promotions, with an additional 13% of consumers agreeing that pork is ideal as a tasty, versatile and healthy option for a midweek meal.

AHDB Strategy Director for Pork Angela Christison said: “We are delighted with the success of this campaign.

“It has developed strongly over four years and already boosted attitudes towards pork, especially as a mid-week meal.  This has largely been achieved by demonstrating how healthy and versatile pork can be.

“Now we are building on that message by reminding consumers of the value and ease of pork, with new dishes such like Mexican pulled pork alongside well-loved classics such as sausage and mash.  Easy, delicious, nutritious …pleases the pocket and the palate… perfect.”

Visit ahdb.org.uk/mix-up-midweek-with-perfect-pulled-pork to learn more.

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Editor of LBM titles Pig World and Farm Business and group editor of Agronomist and Arable Farmer. National Pig Association's webmaster. Previously political editor at Farmers Guardian for many years and also worked Farmers Weekly. Occasional farming media pundit. Brought up on a Leicestershire farm, now work from a shed in the garden in Oxfordshire. Big fan of Leicester City and Leicester Tigers. Occasional cricketer.