AHDB Pork has for the first time been shortlisted for a Marketing Week award in the Market Disruptor category.
The Market Disruptor award recognises an organisation which has changed its market or industry through use of a new business model, changing focus or reaching new consumers.
AHDB Pork has been shortlisted for the ‘Pulled Pork – Achieve Lazy’ campaign, designed to address the strategic need to rejuvenate the image of pork, with a focus on encouraging more under 55s to buy pork shoulder and cook pulled pork at home.
Marks & Spencer and Carlsberg have also having been shorted in the Market Disruptor category.
The Pulled Pork campaign is the first execution of a longer term plan to rejuvenate the image of pork.
Kirsty Walker, head of marketing fro AHDB Pork, said: “To think we would be shortlisted for such a prestigious award was not front of mind two years ago when I was touring the country presenting the ‘Pulled Pork –Achieve Lazy’ campaign plan to farmers and processors.
“Back then, success was their support with which we built the campaign. I hope everyone involved in the campaign, from farm to fork, feel proud and can share in the success so far.”
The Marketing Week awards recognise the excellence in marketing and are regarded as one of the industry’s highest accolades. The awards honour the best and brightest from the world corporate, agency, non-profit and consumer marketing and communications teams across the UK.
The finalists are selected by a judging panel which includes seasoned agency and in-house marketing professionals and educators. The results will be announced on the 12th May.
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.
