A new British pork campaign will be launched by the Agriculture and Horticulture Development Board (AHDB) in October, designed to highlight the value, versatility, taste and nutritional benefits of pork.
The ‘This is British Pork. But not as you know it’ campaign will bring British pork adverts to TV screens, social media feeds, supermarkets and shopping baskets across the country, aiming to drive demand for British pork and support the wider supply chain.
AHDB said its marketing activity was designed to help create and maintain demand for levy payers’ products by keeping British pork at the forefront in an increasingly competitive food market, while responding to changing consumer needs and priorities.
The October activity follows a successful February campaign that reached more than 40 million consumers and generated 95.8 million social impressions (the7Stars - Post campaign analysis February 2026).
Campaign analysis showed purchase intent for pork increased by 5% since 2020 (Sparkminds, Love Pork pre/post, Main Shopper, prompted advertising awareness, 2018-Feb 2026 overall), while for pork mince, the main cut of this campaign, it rose by 6% year-on-year (Sparkminds, Love Pork pre/post, Main shopper, Feb 2025 vs Feb 2026). AHDB said that consumers also showed the “strongest agreement yet” that pork is nutritious, versatile and quick to prepare.
AHDB is introducing several elements to the October campaign, including a TV advert, a Healthy Savings challenge - influencer-led activity that shows consumers how they can save money by swapping chicken breast for British pork mince in everyday meals - and a range of new recipe-led videos positioning pork as tasty and easy to cook. Feed the Family for £6 recipe videos and Switch and Save videos will feature simple dishes highlighting how choosing pork can help families make their food budgets go further.
The campaign is part of AHDB’s year-round promotion of British pork, supported by three TV adverts over the next 12 months. Through recipes, social media content and the Meet the Farmer video series, AHDB will aim to highlight the people, care and expertise behind British pork production.
“By continuing to remind consumers why British pork is a great choice for family meals, we’re helping drive demand for the product our levy payers produce.”
Carrie McDermid, AHDB
Carrie McDermid, head of marketing and retail, commented: “The results from our February campaign show that sustained promotion can make a real difference. We reached more than 40 million consumers and saw improvements in purchase intent and perceptions of pork’s value, versatility and nutritional benefits.
“We’re building on those results this October with new activity alongside our TV advert, including a Healthy Savings challenge and new recipe content. By continuing to remind consumers why British pork is a great choice for family meals, we’re helping drive demand for the product our levy payers produce.
“Consumers have more choice than ever when deciding what to buy and cook, and our responsibility to the levy payer is to make sure British pork remains relevant and visible.”
