AHDB’s British Pork marketing campaign returns after successfully increasing purchase intent

The Agriculture and Horticulture Development Board (AHDB) announces the return of its Feed Your Family for Less with British Pork marketing campaign on 29 January, building on the success of its previous autumn run.

The £1m TV-led campaign is scheduled to hit screens from 1 February, airing on ITV, Channel 4, and Sky, alongside popular on-demand shows and YouTube.

Consumer research showed the previous campaign drove purchase intent for pork up by a notable 3% compared to the period preceding the initiative, the highest since 2021.

The campaign reached over 20.6m adults with messages promoting the great taste, affordability, and versatility of pork. Research also indicated the adverts resonated strongly, with 3% more consumers stating that they perceive pork as good value, and more interested in trying new recipes with pork.

This next campaign push will continue to encourage consumers to see pork as a budget-friendly and tasty meal option but with an additional focus on health.

Eye catching online and social media adverts will showcase delicious and healthy pork recipes under £1.50 per portion. From Pork Katsu-style Curry to Healthy Sweet & Sour pork, and Creamy pork pasta, there’s something for everyone.

Eight supermarket chains from 24 January will support the campaign. In this most recent push, we are offering healthy and affordable recipe ideas through on-pack stickers with QR codes to scan as well as tear-off recipes on shelves. Floor vinyls will also be present in several stores to grab as much attention as possible.

Carrie McDermid, Head of Domestic Marketing, AHDB, said: “To boost reach, awareness, and engagement with the younger Gen Z (18—25-year-olds) audience, we are building on our successful autumn campaign results, which recorded a shift in positive attitudes towards pork.

“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.

“Our campaigns aim to position British pork as tasty, lean, affordable and an easy meal solution. This campaign has many delicious, budget-friendly, and healthy recipes for family dinners.

“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.

“We continue to be active on social media all year-round, sharing tasty pork recipes and videos along with our ‘Meet the Farmer’ series also conveying messages about sustainability, the environment, animal welfare, and British farming standards. Farmers like Rob McGregor from Norfolk and Sam Ward from The Lincolnshire Pork Company will be featured, highlighting innovative and sustainable farming practices.”

For more information about the campaign’s autumn 2023 results, visit: ahdb.org.uk/feedyourfamilyforless2023results

Find out more about the campaign activity on our Feed the Family for Less with Pork page.

Follow and engage with our Lovepork pages on Facebook, Instagram and Pinterest and visit lovepork.co.uk for recipes, farmer stories, and campaign updates.