The Agriculture and Horticulture Development Board (AHDB) is calling on farmers and industry to push pulled pork as part of a new £100,000 consumer campaign.
Running for six weeks from the 22nd April, ‘Make it Pulled Pork’ aims to get the nation to opt for pulled pork and recreate a favourite eating-out dish at home.
AHDB estimates the recent loss of foodservice outlets could lead to an additional 503 million in-home meal occasions per week and AHDB sees this as an opportunity for consumers to introduce pulled pork into their meals at home.
The campaign also aims to boost the domestic market for pork shoulder joints which would have found a ready outlet in pubs and restaurants. Typically, the eating-out market accounts for around 14 per cent of all pork volume sales in Great Britain.
“Pulled pork offers an easy, affordable and delicious way for families to recreate restaurant-quality food in the comfort of their own home."
Spanning digital and print media, ‘Make it Pulled Pork’ will feature advertising in national newspapers, reaching an estimated audience of four million consumers.
New content has been added to AHDB’s consumer-facing website, LovePork, providing tips and advice on how to cook and serve pork shoulder. On social media, posts and recipe suggestions will be targeted at LovePork’s 100,000 Instagram and Facebook followers using the hashtag #PerfectPulledPork.
Farmers and others in the supply chain can boost the campaign’s following by posting assets, which can be downloaded for free at ahdb.org.uk/pulled-pork, or by photographing their own recipes and using the hashtag.
Angela Christison, AHDB strategy director for pork, said: “Pulled pork offers an easy, affordable and delicious way for families to recreate restaurant-quality food in the comfort of their own home. It is such a simple and tasty dish that needs very little effort or cooking ability.
“I encourage the industry to get involved in the campaign and help spread the word about #PerfectPulledPork in these challenging times.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
