AHDB Pork stunt shortlisted for award

A campaign to ask the Oxford English Dictionary to remove derogatory words and phrases, such as ‘pig out’ and ‘porker’, has been shortlisted for a PR Moment Award

The AHDB marketing team’s work, to help communicate that certain pork cuts are lean and healthy, has been shortlisted in the Stunt of the Year category, alongside global brands including De’Longhi and Twentieth Century Fox.

In a statement, AHDB Pork said: “As part of our work to promote the health proprieties of Pork Medallions, we teamed up with farmer Fergus Howie to campaign to remove terms including ‘Pig out’, ‘Porker’ and ‘Eat like a Pig’ from the dictionary – because they are offensive to pigs, and completely inaccurate thanks to modern farming and butchery techniques.

“Our aim was to use the scientific data on the leanness of pigs to start a conversation about how outdated these terms are and raise awareness of pork as a low far option.”

AHDB said it would like to, once again, extend a special thank you to Mr Howie, who charmed the media and helped bring the story to life.


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