Butchers urged to capitalise with AHDB Pork campaign kits

Butchers urged to capitalise with AHDB Pork campaign kits

Butchers are being urged to register for point-of-sale kits following the success of the AHDB Pork Achieve Lazy campaign last May and June.

Butcher KitsThe campaign demonstrated the ease and simplicity of pulled pork, and the point-of-sales kits are hoped to benefit when the campaign returns to air next month.

The kits, which are free, are packed full of eye-catching material, including pulled pork recipe booklets, posters and window vinyls; all of which feature dish imagery to tempt customers into giving pork a try.

The TV advertising campaign, which begins on 10th February and will run until mid-March before returning in April, will be supported by PR, social media and in-store activity.

Six new recipe ideas have been developed and include dishes with Valentine’s Day and Mothering Sunday in mind. A recipe using a slow cooker has also been included, as have serving suggestions for left-over pulled pork.

Keith Fisher, AHDB Pork butchery development manager, said: “It is important butchers are able to join in with our promotional activity and benefit accordingly, and the kits enable them to do just that.

“The promotional material has been designed to demonstrate just how easy it is to enjoy pork shoulder joints, as well as highlight the fact that pork is a good value, flavoursome meat. Displaying our themed material as the TV campaign gets underway will enable butchers to take full advantage of the anticipated uplift in demand for fresh pork.”

Last year, kit requests reached a record high. More than 2,200 independent butchers ordered and used the pulled pork display material and, in a post-campaign survey, 80% said demand for pork shoulder joints during the campaign period increased – with half of all respondents recording a 10-25% sales uplift.

To order a free promotional kit, butchers need to register online before 5th February. To register visit: www.ahdbporkentries.co.uk

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