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Mix Up Midweek with Pork 2023
Following on from ‘Feed the family for less with pork’, Love Pork returns to our screens, with another burst of the successful ‘Mix up Midweek with Pork’ campaign.
Consumers will learn 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 will be inspired to cook healthy, quick, easy and tasty pork dishes; perfect for midweek meals.
The campaign launched on 23 January and can be seen on TV, social media and in supermarkets until 24 February.
Targeting Gen Z (18-25 years)
For the first time, we will be targeting Gen Z through social media. We have 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, have been 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 features on their website: Pork Is Great For A Post-Workout Meal.
We have also partnered with two key influencers from TikTok, who have a combined following of 5.4 million. Each influencer has created a 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 shared on Instagram during the campaign period.
![A bowl of ramen with pork, pak choi and a soft boiled egg.](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Ramen 1.jpg)
![Pork Fillet with Butter Beans Recipe Image](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/With Butter Beans Salsa Verde v1.jpg)
![Lemongrass Pork Meatballs Recipe Image](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Meatballs 1.jpg)
New healthy recipes
We've created some new delicious dishes for our 'Healthy Pork Recipes' webpage on the 'Love Pork' site. 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.
![Jan 2023 Pork Campaign Recipe Sweet Sour](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Sweet Sour 1.jpeg)
![Jan 2023 Pork Campaign Recipe Dan Dan 101](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Dan Dan 1011.jpg)
![Jan 2023 Pork Campaign Recipe Fajitas](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Lime Salsa Fajitas 1.jpeg)
![Jan 2023 Pork Campaign Recipe Tostadas 1011](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Smoky Pork and Pineapple Tostadas 1011.jpeg)
![Jan 2023 Pork Campaign Recipe Meatballs](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Pork Meatballs with Vegetable Ribbons 1.jpeg)
![Jan 2023 Pork Campaign Recipe Ramen](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/Ramen 1.jpeg)
What we have planned
TV
The 30-second advert can be seen on television on ITV, Channel 4 and Sky from 23 January 2023.
Retailer activity across the eight major supermarkets
Tesco, Sainsburys, Lidl, Aldi, Asda, Waitrose, Co-Op and Morrisons are the eight supermarkets featuring on-pack stickers, online banners, aisle fins and static recipe barkers to promote the campaign in store and online.
Spreading the message on social media
Newly updated social assets will be seen across Facebook, Instagram and Pinterest.
![Grid Image of Pork Dishes that are quick and easy.](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/LP_Jan2023_Grid_Instagrid_2301063 resized.jpg)
![caribbean pork medallion recipe image](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/LP_Jan2023_OMD_2301062 (002)1.jpg)
![Grid image showing pork dishes that are affordably healthy](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/LP_Jan2023_Grid_Instagrid_2301064 resized.jpg)
![Grid image showing four pork dishes](https://projectblue.blob.core.windows.net/media/Default/Marketing/Love Pork/Mix Up Midweek 2023/LP_Jan2023_Questions_230106_3 resized.jpg)
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 #mixupmidweek, #LovePork and #mixupmidweekwithpork for lots more content and to join in the conversation: