A new marketing campaign by AHDB, launched today, will feature recipe ideas that include various different pork cuts, and could feed a family of four for under £5, with some recipes costing less than £1 per person.
Based around the idea of feeding the family for less with pork, AHDB is championing the use of more economical cuts of pork in the creation of everyday family-feeding dishes. Recipes include Hoisin Pork Meatballs, Easy Sausage Biryani, and One Pot Sausage Braise, which can all be found on LovePork.co.uk.
The campaign will run from today until Friday 25 November, with adverts online, across social media, during on-demand TV shows, and in the aisles and on the websites of 8 supermarket chains. It also features influencers to spread the message further on social media (take a look at The Batch Lady’s Instagram video on summer sausage tray-bakes).
AHDB has worked with retailers to gain agreement to apply over a million stickers to pork packs with a QR code linking to budget-friendly recipes. The campaign aims to raise consumer awareness of pork’s positive role in healthy meal choices during the current cost-of-living crisis and addresses concerns that people are having to cut meat from their diets, AHDB’s Head of Marketing, Carrie McDermid explained.
“Our autumn pork campaign focuses on feeding a family for less and we have developed a range of new and exciting recipes that not only deliver on taste but also cost under a fiver. Pork is presented as a good-value protein that meets consumers’ needs when they are trying to reduce the amount they spend on their weekly shop,” she said.
“We know marketing is important to our levy payers and our job is to showcase how their food products provide a great meal choice for consumers.”
At a time when imports of pork products into the UK are coming in at a higher volume than last year, she stressed that the campaign is focused on British cuts such as pork shoulder, sausages and mince to support British farmers.
“The campaign has been running for six years and comes at a crucial time for the pork industry. In addition, it continues to encourage consumers to purchase fresh primary pork regularly and maintain a long-term positive attitude toward it,” she said.
AHDB’s marketing campaigns are based on market data and consumer insights and the levy body said they have been ‘highly successful’ at shifting consumer perceptions of pork to a tasty, lean, and easy-to-cook meat. Evaluation of last year’s pork campaign showed that 92% of consumers agreed the TV advert communicated pork medallions as a healthy mealtime choice, and 75% said they felt differently about pork medallions after seeing the campaign.
Pork will return to the nation’s TV screens in January 2023, with another burst of the successful pork medallions campaign. The focus will shift back to the ongoing task of educating consumers about leaner pork cuts and how pork can form part of a healthy, balanced diet. People will see the campaign on TV, online and across social media, and for the first time a proportion of media spend will be dedicated to specifically targeting Generation Z.
- For more information about the campaigns follow AHDB Pork’s social media channels, and to find out how AHDB marketing can help your business by providing recipes, campaign images and more, visit ahdb.org.uk/
feedthefamilyforless