AHDB has announced the return of its Feed Your Family for Less with British Pork marketing campaign, starting from 29 January.
The £1m TV campaign, featuring on ITV, Channel 4 and Sky, will help draw consumers to pork products, promoting varied, budget-friendly meal options with a focus on health. The social media adverts will showcase recipes from under £1.50 for a portion, such as Katsu curry to pork in pasta dishes.
Research found the last campaign reached over 20m adults and drove purchase intent for pork up by 3%, the highest since 2021, and also managing to change public perceptions of the meat, with the 3% more consumers perceiving pork as good value, and more interested in trying new recipes with pork.
Head of AHDB domestic marketing Carrie McDermid said they also hope to reach Gen Z (those ages 18 to 25), by building on the results of an autumn campaign through online platforms.
She said: “We are partnering again with social influencers, Tasty UK, to develop recipe videos that will spotlight pork’s value and versatility for students – from lean cuts to budget-friendly dishes, making it a great choice that is high in protein, low in fat and a source of Vitamin B12.”
“From 10 February, our new series of ‘Love Pork Student Staples: Healthy Eats’ recipe videos, will be seen on Tasty UK’s Instagram, Snapchat and Tik Tok accounts, created to appeal directly to our target audience in a fun and engaging way.”
Eight supermarkets will support the campaign by adopting a QR code system on packaging that links to healthy and affordable food ideas, alongside tear-off recipes on shelves. Floor vinyl advertisement in several shops will help the campaign gain momentum.
AHDB also runs a ‘Meet the Farmer’ series online, highlighting notable livestock growers and their advice on sustainability, the environment, animal welfare, and British Farming standards.