The second phase of AHDB Pork’s pulled pork campaign has helped give the industry a £13 million boost, the organisation has revealed.
The second phase of the campaign, which ran in two parts from 19th February to 8th March and 6th April to 8th May, included TV and digital advertising as well as in-store marketing activity aimed at inspiring consumers to try pulled pork at home either by cooking it themselves or buying a convenient version.
Price promotions were also arranged to support the advertising campaign, however the £13 million figure is said to not include the impact of these.
AHDB Pork has reported that the campaign stimulated demand for the pork shoulder joint and also had a wider impact on the whole fresh pork category. Figures from the research company Kantar Worldpanel revealed that 30% of the incremental spend came from consumers who had not previously bought a pork, beef or lamb roasting joint and 56% came from ‘light’ buyers of pork, described as those who usually only buy pork once or twice a year.
The campaign also brought younger shoppers to the category with two-thirds of shoppers being under 55 years of age, the campaign’s target demographic.
Kirsty Walker, AHDB Pork, head of marketing, said: “We are really pleased with the results, particularly as the campaign has attracted more under 55 year olds into the pork category, and 56% of those who bought during the campaign period were consumers who were only buying fresh pork once or twice a year.
“It’s really important we maintain momentum and keep inspiring consumers to buy pork. We need to remember this is just the first step on the journey to rejuvenate the image of pork by making it more relevant to today’s consumer.”
During the campaign 92% of fresh pork shoulder and pulled pork products in UK retailers were British.
AHDB Pork chair, Meryl Ward, added: “The pulled pork campaign has been incredibly successful in getting the industry to working together on raising the profile of pork whilst driving both volume sales and value of pork shoulder.
“In pulled pork we have a hero dish which has grown in popularity and is something consumers are obviously enjoying cooking. It’s important we keep this momentum up so I’m excited to see what the next campaign will look like.”
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.
