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This is British pork. But not as you know it
British pork will return to screens in February, for the first of three TV-led bursts of activity planned for 2026.
The campaign – This is British pork. But not as you know it – demonstrates the value and versatility of British pork by enticing consumers with delicious recipes that can easily be made at home.
It shines a spotlight on pork as a nutritious and versatile alternative to chicken, which is big on protein, big on taste and big on value.
In the TV advert we highlight the wide range of dishes that pork can star in, showcasing tasty, family-friendly meals that cost less than £6 to feed a family of four.
It demonstrates that British pork is not just tasty, it is also a healthy and value-for-money protein that consumers can use to add variety to their midweek meals.
We're also inspiring consumers to cook British pork in a variety of different cuisines – not just the traditional Sunday roast.
Where can you see the campaign in February?
- Channel 4
- ITVX
- Netflix
- Sky
- Social media (Pinterest, Instagram and Facebook)
- YouTube
Recipe videos from popular social media influencers such as ‘BeatTheBudget’ and ‘MealtimeWithMummy’ will help to promote pork in a relatable way, and supermarkets are also supporting the campaign in store.
Try the recipes
Our recipes showcase lots of easy-to-prepare dishes from around the world to inspire people to think beyond the traditional roast.
Some of the campaign recipes include:
Support Love Pork on social media
Support our marketing activity across social media by following one (or more) of our channels below and liking and sharing the content with your friends and family.
You can also download our pack of graphics to share on social media.
Look out for lots of eye-catching content throughout the year, including delicious, new recipe ideas.
Download our 'This is British pork. But not as you know it' graphics
Campaign results
October 2025
- Purchase intent for pork climbed to 84% – the highest level on record – and versatility, value and ease of preparation also hit new peaks
- Gen Z engagement also strengthened; this demographic, traditionally harder to reach with messaging, recorded improved perceptions of pork as healthy, easy to cook and versatile
- TV remains a standout performance driver, with both the 30- and 10-second adverts delivering strong recall and persuasion; viewers quickly associated the adverts with pork, noting inspiration, versatility and affordability
- Influencer Mimi Harrison’s “Healthy burger-style pork bowl” recipe achieved record likeability and strong interest in cooking with pork, demonstrating the impact of relatable, creator-driven content in influencing consumers
February 2025
- The campaign delivered over 50.7 million impressions on social media channels (according to media agency the7stars), up 6.4 million on the previous year
- Independent market research conducted by Sparkminds before and after the run revealed a 6% increase in purchase intent for pork mince
- Sparkminds also found the campaign resonated strongly with younger audiences. Purchase intent among Gen Z reached 83%, the highest level in three years, with eight in 10 saying the advertising made them think more positively about cooking and eating pork
- Agreement that “You couldn’t fail to remember it was for British pork” was up by 10 percentage points, demonstrating stronger-than-ever product recognition