Feed the family for less with pork
This autumn, AHDB’s ‘Mix up Midweek’ campaign returns for its sixth year, running 17 October to 25 November. The campaign continues to protect long-term consumer attitudes toward fresh primary pork and encourage regular purchase.
The ongoing cost-of-living crisis has highlighted the importance of cost in consumer decision-making, therefore the campaign will showcase pork as a great value, affordable and versatile meat with the overarching message being to ‘Feed the family for less with pork’.
Where possible, AHDB campaigns signpost consumers to British pork by using the Red Tractor logo and aim to actively promote British cuts. In fact, 95% of pork shoulder volumes sold in retailers are British – so nearly all pork shoulder sales, as a result of the autumn campaign, will benefit a British pig producer.
New recipe development to inspire consumers
New budget-friendly recipes have been developed specifically for this campaign, including these Hoisin Pork Meatballs, Easy Sausage Biryani, and One Pot Sausage Braise. The campaign landing page sits within the Love Pork consumer website and features a suite of recipes that will all feed a family of four for under £5, with some recipes coming in at under £1 a head.
What we have planned
Retailer activity across the eight major supermarkets
Tesco, Sainsburys, Lidl, Aldi, Asda, Waitrose, Co-Op and Morrisons. On-pack stickers, online banners, aisle fins and static recipe barkers will promote the campaign in store and online.
Getting on screens with video on demand (VOD) advertising
Our 30-second video will appear on screens across the UK on ITV, Channel 4 and Sky’s catch-up TV.
The video advert will also be shown on YouTube and a variety of other food and lifestyle websites.
Spreading the message on social media
Newly updated social assets will be seen across Facebook, Instagram, Reddit and Pinterest.
Working with influencers
We've partnered with influencers to further inspire consumers on Instagram and TikTok to cook with pork this autumn, by sharing tasty budget-friendly recipes. You can view The Batch Lady’s ‘Summer sausage traybake’ video on Instagram now.
How to support the campaign
Get social - follow us & share our content!
Follow us on our AHDB Pork and consumer facing social media channels and keep an eye out for #PulledPork, #LovePork and #Feedthefamilyforless for lots more content and to join in the conversation:
Listen to our podcast
Hear more about the campaign as part of our Food and Farming podcast, 'Does marketing ever stop? Not at AHDB' episode.