AHDB’s Feed Your Family for Less with British Pork campaign returned on October 1, following the success of the July activity, which encouraged consumers to see British pork as an affordable, tasty, healthy and versatile meal choice.
Aimed at the family audience, the campaign will showcase delicious and budget-friendly pork recipes throughout October using cuts such as 5% fat mince, shoulder, loin steaks and fillet, all under £1.50 per portion.
Autumnal recipes ideal for the colder weather, such as sweet chilli pork, creamy lemon pork pasta, katsu-style curry and pulled pork rolls will be showcased in social media adverts across Facebook, Instagram and Pinterest, as well as featuring in the budget-friendly recipes collection on our Love Pork website.
The popular TV advert, showcasing the versatility and great value of pork dishes, will be promoted via on-demand TV on ITVX, Channel 4, Sky and YouTube.
AHDB cited research showing its pork marketing campaigns have successfully shifted consumer perceptions, presenting British pork as a healthy, versatile and affordable meal option.
Evaluation of the January 2024 campaign showed a significant increase in key attitudinal measures and a 6% increase in purchase intent, which takes it to its highest level in four years (source: TwoEarsOneMouth).
A £10.05 return in sales was reported for every £1 of levy money invested in advertising during the campaign.
This equates to an additional £9.6m in retail sales – that’s 1,331 tonnes (incremental tonnes to total pork) more pork in shoppers’ baskets.
The campaign also brought in 173,000 extra shoppers who would not have bought pork had the campaign not run, and increased household penetration from 25.9 million to 26.1 million households (source: Kantar).