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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 has 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 new series, Love Pork Student Staples 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.
Love Pork & Tasty partnership campaign results
The partnership achieved enormous success at engaging with the Gen Z audience. The videos all delivered fantastic results with engagement and click-through rates way above benchmarks.
Overall, the campaign delivered 6,565,111 impressions. Snapchat was the most successful, driving visits to the Love Pork website with a staggering 10% swipe-up rate versus a benchmark of 0.12%. Each Instagram video achieved over double the typical completion rate, and the One-Pan Pork Pasta was top on TikTok, with a huge engagement rate of 7.70% (vs 2% benchmark).
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: