Case study: Pick Pork
We have the long-term aim to improve consumer’s perceptions of pork. Some feel pork is old fashioned, and nearly half cook it only one way – usually a Sunday roast! Our aim is to present pork as a delicious and easy meal choice.
In 2015, we launched the first campaign to rejuvenate pork’s image, focusing on the ease and taste of pulled pork. Repeated again in 2016, the TV advert was seen by millions and convinced families to have a go at this easy dish.
For 2017, we launched the Midweek Meal campaign to show how pork can be enjoyed during busy weeknights. Designed to make shoppers think about choosing pork instead of chicken one night a week, by showing how lean and low in fat pork medallions can be – something that surprised many people.
Autumn 2019 will see another version of the Midweek Meal campaign, this time showing pork’s taste and versatility.
Over the past four years, marketing activities alone have driven an incremental £34 million of retail sales.