AHDB highlight pork’s affordability with new campaign message
‘Feed the family for less’ is the slogan of the latest 2022 marketing campaign from the Agriculture and Horticulture Development Board (AHDB). Now in its sixth year, the ongoing annual campaign aims to highlight the affordability of British pork to consumers.
The latest autumn pork marketing campaign launched on 17th October and will run until 25th November 2022. Consumers will be able to view adverts online, across social media, during on-demand TV shows, and in the aisles and on the websites of eight supermarket chains.
The campaign is designed to underline pork’s “affordability, versatility, and tastiness” and recipes promote pork for family meals. AHDB said its marketing campaigns are based on market data and consumer insights and this year is following growth in consumer demand for affordable meals.
AHDB pointed out that its previous campaigns have been successful at shifting consumer perceptions of pork to a “tasty, lean, and easy-to-cook meat.” Last year’s pork campaign recorded that 92% of consumers agreed its TV advert communicated pork medallions as “a healthy mealtime choice”, and 75% said they felt differently about pork medallions after seeing the campaign.
AHDB’s head of marketing Carrie McDermid commented: “Our autumn pork campaign focuses on feeding a family for less and we have developed a range of new and exciting recipes that not only deliver on taste but also cost under a fiver.
“Also, we have worked with retailers to gain agreement to apply over a million stickers to pork packs with a QR code linking to budget-friendly recipes. The campaign aims to raise consumer awareness of pork’s positive role in healthy meal choices during the current cost-of-living crisis and addresses concerns that people are having to cut meat from their diets.”
McDermid continued: “We know marketing is important to our levy payers and our job is to showcase how their food products provide a great meal choice for consumers. We focused on British cuts such as pork shoulder, sausages and mince to support British farmers.”
AHDB also confirmed that its pork medallion campaign will return in January 2023.