The Agriculture and Horticulture Development Board (AHDB) has announced the launch of the Midweek Meal campaign to promote pork in the United Kingdom.
The campaign was financed with £2.5 million (€2.8 million) and it focuses on adverts promoting pork appear during prime-time TV shows like Coronation Street, starting this week.
The advertising will run until 24 February. AHDB said it will “tap into the New Year drive to be more healthy”. The recipes promoted through this campaign are quick and easy-to-cook and
will include Vietnamese pork with jasmine rice and Japanese caramelised pork with vegetable spaghetti.
AHDB Pork’s advertising has had success in its earlier phases, generating millions of pounds of additional sales, “with more shoppers buying fresh pork during previous campaign bursts”.
“We know January is a key time of year when people focus on health. To tap into that drive, we’ve collaborated with reality TV star Lucy Mecklenburgh, and personal trainer Cecilia Harris to help inspire people to cook pork as they try new healthy-meals,” AHDB’s Head of Meat Marketing Liam Byrne said
