Encouraging Gen Z to Love Pork

To increase the reach, awareness and engagement with our younger Gen Z audience (18–25-year-olds), Love Pork partnered with foodie platform Tasty UK to educate and inspire consumers to cook pork with simple, tasty and quick recipes.

Tasty UK attracts over 18 million Gen Z users each month to its social channels (Instagram, Snapchat and TikTok), with 98% of weekly users saying Tasty UK makes cooking and food easier. 

Our Love Pork Student Staples series showcased three hero recipe videos which appeared on Instagram, Snapchat and TikTok, appealing directly with our target audience in a fun and engaging way. 

As part of the series, three students were shown how to make easy, budget-friendly pork-based recipes using different cuts and methods. The recipes included Honey & Garlic Pork Bowls, One-Pan Pork Pasta and Pork Carnitas and all used store-cupboard essentials from a student kitchen.

View the full recipes below.

Honey & Garlic Pork Bowls

One-Pan Pork Pasta

Pork Carnitas

We then built on the successful autumn partnership with our new series of ‘Love Pork Student Staples: Healthy Eats’ recipe videos involving health and fitness influencer Lucy Kent.

Lucy demonstrated how to create quick, easy and healthy pork recipes for busy and budget-conscious students.  

View the full recipes below.

Loin Steak Protein Bowl

Pork Meatball and Bean Pasta

Pork and Cauliflower Fried Rice

The Tasty partnership achieved enormous success in engaging with the Gen Z audience. Both campaigns delivered fantastic results, with rates way above industry benchmarks.

How to support the campaign

Get social – follow us and share our content!

Follow us on our AHDB Pork and consumer-facing social media channels for lots more content and to join in the conversation: