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AHDB to launch new pork campaign in February 2025

Pork

AHDB will launch a new pork campaign in February, which will aim to inspire home cooks to incorporate British pork into their weekly meals.

Posted on Jan 06 ,01:21

Helped by increased levy funding, the campaign, entitled ‘British pork… but not as you know it’, will highlight lean cuts like loin steaks and 5% fat pork mince, showcasing their versatility and appeal. With simple, adaptable recipes, it positions pork as an affordable, nutritious alternative to proteins like chicken.

“Think quick stir-fries, hearty casseroles and fresh takes on family favourites. All recipes are designed to cost less than £1.50 per portion, appealing to cost-conscious families without compromising on taste or nutrition, AHDB pork sector director Angela Christison said.

The campaign also highlights pork’s convenience, making it an ideal choice for busy households. From nutritious weekday meals to indulgent weekend treats, the new materials aim to shift perceptions and give pork a regular place in the family shopping basket.

Eye-catching adverts will appear across traditional and on-demand TV channels like ITV, Channel 4, Sky and Netflix, alongside digital platforms such as YouTube, social media and in-store promotions.

“Driving demand starts with understanding what motivates consumers to choose British pork. That’s where AHDB’s consumer insight team plays a vital role,” Ms Christison added. “They analyse buyer behaviour and preferences, identifying key audiences and how to influence their purchasing decisions.

“Combining this intelligence with creative marketing strategies and strong partnerships with retailers and processors forms a powerful recipe for success.”

She highlighted the success of AHDB’s 2024 Feed Your Family for Less campaign, which independent evaluation showed delivered a 10:1 return on retail sales (three times the industry average), with 1,331t of additional pork sold, and thousands of new pork buyers, generating an extra £9.6m in retail sales.

Beyond campaign bursts, AHDB maintains a continuous stream of positive messaging about pork through its Love Pork social media channels. These feature recipes, videos and even shorter versions of the adverts, all pointing back to the website.

Here, consumers can find reassurance about pork’s environmental and nutritional credentials, as well as more inspiration for delicious, budget-friendly meals.

“By fostering a positive attitude towards pork, AHDB aims to secure its place as a staple protein choice for British households. Regular engagement with impactful messaging helps cement pork’s reputation as a tasty, nutritious and versatile option for every budget,” Ms Christison added.

“Supporting sales of every part of the pig is critical year-round, and AHDB maintains an ‘always-on’ approach to promoting British pork, domestically and internationally.

“These markets are co-dependent; a thriving domestic market complements robust overseas demand, ensuring the sector reaches its full potential. After all, we produce whole pigs, not just the cuts the UK consumer favours.”

We Eat Balanced returns

AHDB Let’s Eat Balanced marketing campaign returns throughout January, to promote the exceptional taste, flavours and nutritional benefits of lean meat and dairy, as part of a varied and balanced diet.

It showcases British beef, lamb, and dairy as natural sources of essential nutrients such as protein and vitamin B12, which helps to reduce fatigue. Pork is no longer a part of this campaign, following a re-allocation of AHDB’s pork funds announced in November 2022.

Rooted in evidence-based research, the Let’s Eat Balanced campaign communicates accurate, transparent information about the nutritional benefits of lean red meat and dairy. It is firmly aligned with the Government’s Eat Well Guide, which promotes a varied, healthy and balanced diet.

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