The Agricultural and Horticultural Development Board (AHDB) recently launched a new advertising campaign to promote British pork as a delicious, healthy, and versatile choice for families. The campaign, titled ‘British Pork. But Not As You Know It’, features a vibrant advert showcasing mouth-watering pork dishes in a striking palette of white and blue. The advert will be broadcasted on popular TV channels such as Netflix, Sky, Channel 4, and ITVX, as well as on social media platforms and in-store retail promotions.
In addition to highlighting the delicious taste of British pork, the AHDB campaign also emphasizes the health benefits and affordability of pork. The campaign showcases winter-friendly recipes using 5% fat pork mince, loin steaks, or medallions, including dishes like Hoisin Pork Meatballs, Air-Fried Loin Steaks with Roasted Veg, and Spanish Pork with Butterbeans and Chorizo. These recipes cost under £1.50 per portion, making them ideal for budget-conscious families. The full recipes can be found on the Love Pork website.
Major retailers are supporting the campaign with in-store promotions to encourage consumers to choose British pork as a tasty and accessible meal option. The campaign takes a multi-channel approach to educate consumers about the environmentally friendly practices of British pork producers and promote the best of British farming.
AHDB’s head of domestic marketing, Carrie McDermid, expressed excitement about the campaign, stating that it showcases British pork as a versatile and affordable alternative to chicken. The adverts aim to inspire confidence and creativity in cooking while demonstrating the various ways pork can be used in healthy and delicious dishes. McDermid encouraged levy payers to engage with the campaign on social media to drive its success.
Angela Christison, Pork sector director at AHDB, highlighted the positive feedback received from consumer groups who were inspired to cook pork after seeing the new adverts. Christison emphasized the rigorous testing process of campaign ideas with consumers to ensure the most effective messaging reaches the target audience. The goal is to surpass the success of previous campaigns and continuously improve the promotion of British pork.
Overall, the AHDB campaign aims to elevate the perception of British pork as a versatile, healthy, and affordable protein choice for families. By showcasing delicious recipes, highlighting the health benefits, and emphasizing the value of British pork, the campaign seeks to increase consumer awareness and drive sales of British pork products. Through a combination of TV advertising, social media engagement, in-store promotions, and educational materials, the campaign aims to position British pork as a top choice for consumers looking for quality and flavor in their meals.
