The Agriculture and Horticulture Development Board (AHDB) has announced that its ‘British pork. But not as you know it’ campaign will return three times in 2026 after the trade body found pork purchase intent reached “record highs” in 2025.
Building on the “strong performance” of previous phases, the first of three TV-led bursts this year will run throughout February, with a new appearance in the summer, and the usual autumn push. AHDB said previous results demonstrate that purchase intent for pork climbed to 84% – the highest level on record – and versatility, value and ease of preparation also hit new peaks.
The trade body found that TV remained a “standout performance driver”, with the adverts delivering “strong recall and persuasion”, as viewers noted inspiration, versatility and affordability. Primary pork retail volumes were up 2.7% in the 52 weeks to 28th December, potentially as consumers seek affordable dinner solutions.
The expanded schedule is designed to keep British pork front of mind year-round by linking it to a wider range of seasonal eating occasions. It aims to show that British pork is not just tasty, it is also a healthy and value-for-money protein that consumers can use to add variety to their midweek meals.
The summertime campaign will feature a seasonally focused TV advert, developed alongside the existing campaign assets, which retains the recognisable branding and core messaging while bringing a fresher, more ‘summery’ feel. Dishes showcased will include pork burgers and harissa pork kebabs, highlighting pork’s versatility beyond traditional meals.
“By showing how you can feed a family for £6… we’re continuing to build momentum and support demand for the sector.”
Carrie McDermid, AHDB
Running the campaign across multiple seasons aims to strengthen British pork’s presence in a competitive protein market, and AHDB said it helps ensure it remains relevant to how and when people are cooking and eating.
All three phases will be supported by video on demand, YouTube and social media. This media mix reflects research showing that TV remains a highly effective channel for reaching AHDB’s priority audiences. Influencers and recipe-led content will continue to play an “important inspirational role”, said AHDB, showcasing dishes that feed a family of four for £6 showing how British pork can easily fit into every day, seasonal meals in a relatable and accessible way.
Carrie McDermid, head of domestic marketing at AHDB, said: “Expanding ‘British pork. But not as you know it’ to include a summertime campaign is an exciting next step. It allows us to keep British pork relevant all year round and to connect with consumers around different food occasions. By showing how you can feed a family for £6 with healthy British dishes, we’re continuing to build momentum and support demand for the sector.”
