Feed your family for less with British pork
Our highly anticipated 'Feed your family for less' campaign returns on 2 October–4 December to inspire consumers to embrace pork as a delicious, budget-friendly and versatile choice for their family meals.
This year, we proudly include the term 'British' after previous restrictions due to the EU State Aid Rules were removed.
With the cost-of-living crisis, many consumers are looking for more budget-friendly options in the meat aisle. The core campaign, targeted at a family audience, will showcase the great value and versatility of pork with inspiring recipes featuring cuts such as shoulder, mince and loin steaks that come in at under £1.50 per portion. Consumers will be tempted with recipes such as Cheat’s pork lasagne, Hunters style pork and One pan pesto pork pasta.
The £400K autumn campaign will be seen on online, during on-demand TV shows with Sky, ITV, Channel 4 and YouTube, as well as across social media on Facebook, Instagram and Pinterest.
The campaign will also be live in eight supermarket chains with signage in the aisles, on shelf barkers, on pack stickers with QR codes to scan for budget-friendly recipe ideas and online through website banners. We continue our work with retailers to improve meat aisles, making them more enticing places to shop.
To increase the reach, awareness and engagement with our younger Gen Z audience (18–25 year olds), we will work in partnership with foodie influencers Tasty UK to educate and inspire consumers to cook pork with simple, tasty and quick recipes.
Tasty UK attract over 18 million Gen Z users each month to their social channels (Instagram, TikTok and Snapchat), with 98% of their weekly users saying they make cooking and food easier. Our series of ‘Love Pork Student Staples’ recipe videos on Instagram, Snapchat and TikTok should appeal directly with our target audience in a fun and engaging way.
To find out more and to view the campaign results, click here.
As part of the campaign, we are also launching our new Love Pork website. The website offers a modern and user-friendly platform with improved navigation and easy-to-follow instructions. It features an ever-expanding collection of delicious and versatile pork recipes that are easy to cook.
Consumers will have the ability to search for recipes based on specific criteria, save their favourites and provide feedback through the website's new star rating system. The website will also include educational sections on pork cuts and nutrition, dispelling any myths and highlighting the numerous health benefits of eating pork.
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 and keep an eye out for #feedyourfamilyforless and #LovePork for lots more content and to join in the conversation: