Mix Up Midweek with Pork 2023: Results
AHDB continues its commitment to protecting long-term consumer attitudes towards fresh primary pork with the return of the successful Mix Up Midweek with Pork consumer marketing campaign.
Now in its seventh year, the campaign ran from 23 January until 24 February and aimed to inspire people to cook with pork by showcasing tasty, affordable, and healthy pork recipes.
Lean and healthier pork cuts such as medallions, fillet, loin steak and 5% mince were the focus of the campaign. People saw the campaign on TV, online, in the aisles and across social media, highlighting the health benefits of pork and inspiring with delicious recipes.
Targeting Gen Z (18-25 years)
With a new social media focus on the younger Gen Z (18-25 yrs old) audience, our goal was to ensure that pork is a regular choice in their baskets, as they are becoming an increasingly important target audience in maintaining long term demand for pork.
We partnered with MOB Kitchen, the leading food media platform for Gen Z, to create three new recipe videos to inspire young people to cook healthy, delicious pork meals whilst educating about the nutritional benefits of eating pork, eg vitamin B12 and protein. We also partnered with two popular TikTok influencers to create engaging videos to encourage Gen Z to think of pork as a healthy source of protein and nutrient packed alternative to chicken. The key campaign messages were successfully landed with over ¾ of the Gen Z audience agreeing that pork provides nine vitamins and minerals as well as offering good value. Post campaign there was a 10% uplift in MOB followers using pork to create dishes (MOB Survey).
TV and Social Media
The campaign reached 27 million adults across all channels which included ITV, Channel 4 and Sky and achieved 68 million impressions across social media.
Eight major supermarkets advertised the Mix up Midweek campaign through online banners, instore branding and on-pack stickers which featured a QR code linking to healthy recipes. One of the largest supermarkets reported a 33.4% uplift in pork medallion sales because of the instore campaign branding*.
In post campaign research, 8 out of 10 consumers agreed pork can form part of a nutritious meal and the campaign successfully conveyed pork is a quick meal to cook at home.
This illustrates that our pork marketing campaign was successful at positively shifting perceptions of 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 #mixupmidweek, #LovePork and #mixupmidweekwithpork for lots more content and to join in the conversation:
*Tesco barker Dunnhumby evaluation