The Agriculture and Horticulture Development Board (AHDB) has announced the return of its Feed Your Family for Less with British Pork marketing campaign, which will air on television from February.
The £1 million TV-led campaign will air on ITV, Channel 4 and Sky, alongside on-demand shows and YouTube.
Consumer research showed the previous campaign had driven purchase intent for pork up by a "notable" 3% compared to the period preceding the initiative, which AHDB said was the highest it had been since 2021.
The campaign reportedly reached over 20.6 million adults with messages promoting great taste, affordability and versatility of pork. AHDB said that research also indicated the adverts resonated strongly, with 3% more consumers stating that they perceive pork as "good value" and are more interested in trying new recipes with pork.
The trade body said that the next campaign push will continue to encourage consumers to see pork as a "budget-friendly and tasty" meal option but with an additional focus on health.
The online and social media adverts will showcase pork recipes under £1.50 per portion, and the campaign has been supported by eight supermarket chains using on-pack stickers, tear-off recipes on shelves and floor vinyls.
Carrie McDermid, head of domestic marketing, AHDB, said: “To boost reach, awareness, and engagement with the younger Gen Z (aged 18-25) audience, we are building on our successful autumn campaign results, which recorded a shift in positive attitudes towards pork.
“From February, our new series of ‘Love Pork Student Staples: Healthy Eats’ recipe videos, will be seen on Tasty UK’s Instagram, Snapchat and TikTok accounts, created to appeal directly to our target audience in a fun and engaging way.
“Our campaigns aim to position British pork as tasty, lean, affordable and an easy meal solution. This campaign has many delicious, budget-friendly, and healthy recipes for family dinners."
McDermid continued: “We are partnering again with social influencers, Tasty UK, to develop recipe videos that will spotlight pork's value and versatility for students - from lean cuts to budget-friendly dishes, making it a great choice that is high in protein, low in fat and a source of vitamin B12.
“We continue to be active on social media all year-round, sharing tasty pork recipes and videos along with our 'Meet the Farmer' series also conveying messages about sustainability, the environment, animal welfare, and British Farming standards. Farmers like Rob McGregor from Norfolk and Sam Ward from The Lincolnshire Pork Company will be featured, highlighting innovative and sustainable farming practices.”
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.
