The Agriculture and Horticulture Development Board (AHDB) has revealed that following an analysis of its pork marketing campaigns, it witnessed a 6% increase in purchase intent.
Market research firm Two Ears One Mouth found that an evaluation of the campaign showed a “significant increase” in key attitudinal measures and a 6% increase in purchase intent which takes it to its highest level in the last four years.
A £10.05 return in sales was reported for every £1 of levy money invested in advertising, or an additional £9.6 million in retail sales - AHDB said this was 1,331 tonnes more pork into shoppers’ baskets.
AHDB also said the campaign brought in 173,000 incremental buyers, increasing household penetration from 25.9 million to 26.1 million households (source: Kantar).
Following the results of its previous campaign, AHDB has announced the return of its Feed Your Family for Less with British Pork campaign on 5th July, aiming to inspire families to view British pork as an affordable, tasty and healthy choice that can be used in lots of different dishes.
Running until 31st July, the campaign will be featured across social media, YouTube and in seven supermarket chains.
Campaign highlights
The campaign showcases recipes using cuts such as 5% fat mince, loin steaks and fillet, all under £1.50 per portion. Featured recipes include Mexican Style Pork Burger, Creamy Lemon Pork Pasta and Korean Style Pork Mince Bowl, which AHDB said was “ideal for summer meals”.
AHDB also highlighted that it would have “widespread social media presence”, with adverts featuring easy pork recipes promoted via social media on Facebook, Instagram and Pinterest. These recipes will also be available in the Healthy Pork Recipes collection on the Love Pork website.
A TV advert highlighting the “versatility and value” of pork dishes will be promoted on YouTube “to reach a broader audience”, while the campaign will be active in supermarket chains, offering on-pack stickers with QR codes, tear-off recipe sheets, floor vinyls and new hanging flaps to encourage shoppers to choose British pork.
Reaching a younger audience
Recipe videos made in collaboration with Tasty UK will be targeted to a younger audience on Facebook, Snapchat and Instagram, with food and fitness influencer Lucy Kent demonstrating quick, easy and healthy pork recipes to budget-conscious students.
AHDB head of marketing Carrie McDermid said: “We know from the last campaign burst that the messages landed well and the advertising inspired consumers to choose pork. With a majority of people still very concerned about the cost-of-living, the campaign demonstrates the great value of British pork and positions it as a tasty and nutritious meat that can be used in lots of different meals.
“This latest burst of advertising continues with these messages, keeping British pork front of mind and hoping to win some plate-share from chicken.”
