Feed the Family for Less with Pork: the results

Autumn saw AHDB’s Mix Up Midweek with Pork campaign tackle the cost-of-living crisis head-on by focusing on a new message: Feed the Family for Less (FF4L). The campaign ran from 17 October until 25 November, aiming to protect long-term consumer attitudes toward fresh primary pork and encourage regular purchases.

Independent market research before and after the FF4L campaign indicates that more shoppers will be putting pork in their trolleys, having seen this campaign's new recipes and messaging. It positively influenced the target audience to have the following perceptions:

  • 88% believed that pork is versatile and easy to cook
  • 88% felt pork could be used in a number of dishes
  • 86% considered pork to be quick to cook
  • 86% thought of pork as a delicious meal option
  • 83% thought that pork could help them feed their family for less
  • 78% were encouraged to try new recipes with pork

Source: Campaign evaluation Y6, Two Ears One Mouth, January 2023

These figures are significantly higher than those pre-campaign and are at their highest level in three years.

Commenting on the success of the campaign, Nicola Dodd, AHDB’s Senior Marketing Manager for Pork, said:

Purchase intent, that is how likely it is that a consumer will buy a product the next time they go grocery shopping, now sits at 79%, the highest level we’ve seen in over a year. The results also demonstrate that messages around value and affordability have landed well, with an additional 14% of people referencing ‘affordability’ as a main takeaway message from the campaign compared with our previous autumn activity.

The campaign could be seen across retail (online and in store), video on demand, online video, and social media. Working with influencers such as the Batch Lady helped expand the reach of the campaign by showcasing delicious pork recipes to their followers.

The consumer-facing website lovepork.co.uk features a budget-friendly collection page filled with affordable recipes such as Hoisin Pork Meatballs and Easy Sausage Biryani that use few ingredients, and some cost £1 or less per portion. It showcases how pork is versatile and great value for money when feeding your family for less.

Find out more about the campaign activity on our Feed the Family for Less with Pork page.

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