AHDB sees increase in pork sales following campaign
Almost half a million more shoppers bought fresh pork during the two phases of AHDB Pork’s £3 million midweek meals campaign.
The campaign included prime time TV adverts, shown during autumn 2017 and in January 2018 and featured AHDB Pork products such as pork medallions.
It was supported by retailers, which helped it reach 26 million households – approximately 95% of Great Britain.
Research from Kantar Worldpanel has showed that the campaign also delivered revenue of £13.2 million, with £6.43 of extra retail sales generated for each £1 of marketing media spend.
AHDB Pork strategy director, Angela Christison, said: “Our evaluation showed the campaign’s balance of humour and clear messaging appealed to consumers who found the advertising engaging and memorable.
“We broke new ground with medallions, reaching health-conscious consumers and those who may have never bought pork before, people who are traditionally hard to reach.”
The advertising campaign included Olympic medallist Rebecca Adlington, who promoted the health credentials of pork medallions with a special midweek recipe video, which was viewed more than 80,000 times.
Backed by a further £2.5 million investment, promotion will continue this September and again in 2019.
An extended TV advert and new social content will promote the versatility of pork medallions and loin steaks through recipes.
The campaign forms part of a three-year strategy which AHDB aims to rejuvenate pork’s image and make it more appealing and relevant to younger consumers.