Brand new marketing campaign from AHDB will showcase British pork like never before

Brand new marketing campaign from AHDB will showcase British pork like never before

An all-new advert colourfully championing British pork as a delicious, healthy, and versatile choice for families is set to hit TV screens from next month (February 2025).

Launched by The Agriculture and Horticulture Development Board (AHDB), the new campaign, ‘British Pork. But Not As You Know It’, will feature the advert, designed to captivate audiences with the irresistible sight of mouth-watering pork dishes, from 1-28 February. Set against a striking palette of white and blue, the advert brings recipes to life with vivid visuals that celebrate pork’s rich flavour and appeal. The campaign also highlights the health benefits and value of pork, reinforcing its place as an affordable and nutritious meal option.

People will see the advert on Netflix, Sky, Channel 4, and ITVX, as well as social media, YouTube, and on in-store retail promotions. The campaign features winter-friendly recipes using 5% fat pork mince, loin steaks, or medallions, such as Hoisin Pork Meatballs, Air-Fried Loin Steaks with Roasted Veg, and Spanish Pork with Butterbeans and Chorizo. Each dish costs under £1.50 per portion, making them ideal for budget-conscious families. Full recipes are available at www.lovepork.co.uk/britishpork.

The campaign is part of AHDB’s ongoing investment in promoting British pork and supporting levy payers in reaching a broad range of consumers to build their confidence in the products they buy. Major retailers are backing the campaign with in-store promotions to highlight British pork as a delicious and accessible meal choice.

Head of Domestic Marketing, Carrie McDermid, expressed enthusiasm for the campaign, saying: “This new campaign brilliantly highlights British pork as a versatile and affordable alternative to chicken. The adverts inspire confidence and creativity in cooking while showcasing how pork can be used in a variety of healthy and delicious dishes.

“We’re excited to see how consumers respond and are confident this campaign will drive even greater success. We encourage levy payers to support the campaign by engaging with us on social media”

The campaign takes a multi-channel approach to showing consumers where their food comes, highlighting the environmentally friendlier practices of our pork producers and championing the best of British farming.

Pork Sector Director, Angela Christison, added: ‘’Consumer groups who saw the new campaign said that the new adverts made them want to ’go and cook pork that night’! This is just the strong and swift reaction we all want to see.  

“We robustly test several possible campaign ideas with consumers before selecting the most powerful option. That way, we know we are likely to see results even better than our existing campaign, which served as the ‘thing to beat’ benchmark during the research.”

In-store and online point-of-sale materials will provide an additional prompt for shoppers, with features such as recipes and QR codes on stickers that link to a collection of budget-friendly pork dishes.

For more information and to explore delicious recipes, visit: www.lovepork.co.uk