AHDB campaign highlights health benefits of pork
Over 90% of people who saw the latest Agriculture and Horticulture Development Board (AHDB) promotional campaign said it showed pork as a healthy food choice, according to new figures.
The ‘Mix Up Your Midweek’ campaign reached 26.3 million homes (94%) in the UK, with eight out of ten people saying the TV advert made them want to buy pork, leading to a £12.4 million sales uplift for total fresh pork. In particular, pork loin medallion sales are up 36% since it began.
The £2.5 million initiative sought to remind consumers of pork’s versatility and nutritious qualities by focusing on a range of globally inspired midweek meals the whole family can enjoy.
“In the UK, we have a great product to sell and it’s fantastic that more consumers now see pork as a healthy, nutritious and tasty source of protein and one of the most versatile food ingredients around.”
The marketing push was launched with a national TV advert, as well as the use of digital channels, social media and in-store activity.
The latest segment of the marketing campaign, which ran between October 2019 and February 2020, delivered nearly 22 million impressions on social media and six million recipe views for video on demand.
AHDB board member and sector chair for pork, Mike Sheldon, said: “The latest findings on the Mix Up Midweek campaign are incredibly encouraging and we are delighted to see the continued shift in public perceptions towards pork.”
AHDB strategy director for pork, Angela Christison, added: “In the UK, we have a great product to sell and it’s fantastic that more consumers now see pork as a healthy, nutritious and tasty source of protein and one of the most versatile food ingredients around.”