Mix Up Midweek with Pork 2023

Following on from ‘Feed the family for less with pork’, Love Pork returned to our screens in January 2023 with another burst of the successful ‘Mix up Midweek with Pork’ campaign.

23 January – 24 February

Consumers learned about the leaner cuts pork has to offer (medallions, loin, mince and fillet), how pork can form part of a healthy, balanced diet and is a source of nine vitamins and minerals, including vitamin B12. Families were inspired to cook healthy, quick, easy and tasty pork dishes – perfect for midweek meals. 

Targeting Gen Z

For the first time, we targeted Gen Z through social media.

We partnered with Mob Kitchen, the leading food media platform for Gen Z, helping to inspire young people to cook healthy and delicious pork meals while educating them about the nutritional benefits of eating pork, such as B12.

Three new recipe videos, including lemongrass pork meatballs, were created by the Mob team and their foodie influencers, showcasing pork in a variety of world cuisines.

An article posititoning pork as a great post-workout protein option also featured on their website.

We also partnered with two key influencers from TikTok, who have a combined following of 5.4m. Each influencer created fun, attention-grabbing videos that encourage Gen Z to think of pork as a healthy source of protein and a nutrient-packed alternative to chicken; this content was also shared on Instagram.

Click to view Cole Anderson's 'B12 Club' video

Click to view Jack Joseph's 'The Meaties' video

Cheat's miso ginger ramen

Pork fillet with butter beans and salsa verde

Lemongrass pork meatball bowl

New healthy recipes

We created delicious new dishes for our Healthy Pork Recipes on the Love Pork website. This page also includes many affordable recipes, to help consumers navigate the cost-of-living crisis while still enjoying healthy pork dishes such as these smoky pork and pineapple tostadas and Dan-dan style pork noodles.

Activity

TV

The 30-second advert was seen on ITV, Channel 4 and Sky.

Retailers

The following eight supermarkets supported the campaign with on-pack stickers, online banners, aisle fins and static recipe barkers to promote the campaign in store and online:

• Tesco
• Sainsburys
• Lidl
• Aldi
• Asda
• Waitrose
• Co-Op
• Morrisons