Feed your family for less with British pork: the results
The Autumn 2023 campaign for Love Pork was well liked by consumers and importantly drove purchase intent of pork to its highest level since 2021, with a +3% increase.
The Autumn campaign which focused on messages of value and taste, gave consumers recipe inspiration, and helped in tackling the ongoing cost-of-living crisis. It ran for 9 weeks from 2nd October 2023 with adverts seen during on-demand TV shows on ITV, Channel 4, Sky and You Tube, along with enticing recipes on Facebook, Instagram and Pinterest.
The eye-catching adverts aimed to inspire families to embrace pork as a delicious and budget-friendly meal choice. New videos demonstrated how simple and versatile pork can be to cook, with all recipes crucially under £1.50 a portion.
Independent market research before and after the 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 attitudes to pork with key achievements including:
- 3% more people perceive pork as good value for money (82%)
- 3% more people interested in trying new recipes with pork (82%)
- 3% more people intending to purchase pork (80%)
- 86% believed that pork is an easy meal to cook
- 85% 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
- 81% thought that pork could help them feed their family for less
Source: Campaign evaluation Y6, Two Ears One Mouth, January 2024.
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, has recorded notable growth and now sits at 80%, the highest level we’ve seen in the last two years. The campaign’s impactful visuals and relevant messaging around value and affordability have landed well, with more people citing pork as good value for money, and a meat they’re more interested in trying new recipes with.
The campaign messaging was continued in retail stores with on-pack stickers and communication at shelf, and online banners, giving people a vital nudge when shopping.
The consumer-facing website lovepork.co.uk features a budget-friendly collection page filled with affordable recipes, perfect for feeding a family for less. New recipes include Mexican Pork Enchiladas, Hunters-Style Pork, One Pan Pesto Pork Pasta and even there’s even some at under £1.25 a portion including the new Sweet Chilli Pork.
Find out more about the campaign activity on our Feed the Family for Less with Pork page.
How to support the campaign
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Follow us on our AHDB Pork and Love Pork social media channels. Our next campaign burst of ‘Feed your family for Less with British Pork’ goes live 29th Jan so keep an eye out for the TV advert, and lots of delicious, healthy and great value pork recipes on social. To join in the conversation visit: