The Agriculture and Horticulture Development Board (AHDB) has stated that its marketing campaign, ‘This is British Pork. But not as you know it’, landed with “impact”.
AHDB said it had “reinvigorated public perception of pork” and reached audiences who might have overlooked it.
Launched in February during a time of continued cost-of-living concerns and changing consumer habits, the campaign aimed to reposition pork as a nutritious, affordable, and versatile mealtime choice – not just the occasional Sunday roast.
British pork mince led the way as this latest drive looked to challenge assumptions and showcase fresh, contemporary meal ideas through high-profile media, including a TV ad seen across Channel 4, ITVX, Sky, Netflix, YouTube and social media.
The campaign delivered over 50.7 million impressions on social channels (according to media agency the7stars), up 6.4 million on the previous year. Independent market research conducted by Sparkminds before and after the run revealed a 6% increase in purchase intent for pork mince - reflecting the campaign’s success in promoting this budget-friendly and versatile cut.
Sparkminds also found the campaign resonated strongly with younger audiences. Purchase intent among Gen Z reached 83%, the highest level in three years, with eight in 10 saying the advertising made them think more positively about cooking and eating pork. In a demographic often considered hard to reach, AHDB labelled this a “significant breakthrough”.
The 30-second TV ad brought together “dynamic visuals, upbeat messaging and punchy lines” such as “Pork is not just for Sundays”, aiming to highlight how pork can star in dishes from tacos to stir-fries. Agreement that “You couldn’t fail to remember it was for British pork” was up by 10%, demonstrating stronger-than-ever product recognition.
“This campaign shows what happens when you speak to consumers’ priorities - cost, taste, health, and trust.”
Nicola Dodd, AHDB
The message was reinforced in-store and at the point-of-purchase: hanging signs, on-pack stickers and chiller visuals were reportedly well-received, proving that “joined-up messaging is a must” in encouraging meal inspiration where it matters most.
Nicola Dodd, senior marketing manager for pork at AHDB, commented: “This campaign shows what happens when you speak to consumers’ priorities –cost, taste, health and trust.
“By reimagining how pork can fit into everyday life and keeping British provenance front and centre, we’ve connected with shoppers in a way that feels relevant and inspiring.”
The campaign forms part of AHDB’s broader strategy to position British pork as “low on cost, high in taste”, backed by trusted farming standards. It also reflects wider work to highlight pork’s health credentials, including nine essential vitamins and minerals.
AHDB said that there is “scope for future campaigns to place even greater emphasis on pork’s value-for-money message”, to convert positive sentiment into long-term buying behaviour. It highlighted that the success of ‘This is British Pork. But not as you know it’ provides a strong foundation for further progress.
