Behind the scenes of an AHDB pork marketing shoot

Our new initiative, titled “British pork, but not as you know it”, is designed to showcase the versatility of British pork in a fresh and engaging way. By highlighting a diverse selection of recipes, we hope the campaign will redefine the public’s perception of pork, emphasising how it can be both healthy and affordable.

During the cook-up, we tested and styled each recipe to ensure the final dishes would look as appealing as they are delicious.

We meticulously selected plates, bowls and cookware that would add pops of colour and elevate the visual appeal of each dish. We worked with storyboards to plan each shot, ensuring that the adverts would grab viewers’ attention. Test shots were taken to finalise the best angles and placements, helping to streamline the process for shoot day.

The recipes feature a blend of flavours and culinary influences, with lean cuts of pork, such as 5%-fat mince, loin steaks and fillet, taking centre stage. We worked with family-friendly dishes, such as hoisin pork meatballs, pork fajitas and pork and ginger stir-fry – all of which were tried and tested.

We also explored new methods, incorporating popular cooking trends like air-fryer and slow-cooker dishes. Most of these recipes cost under £1.50 per portion, making them not only delicious but also budget friendly. By showcasing simple preparation methods, we hope the campaign will inspire people to get creative with pork in their own  kitchens.

Beyond the TV adverts, eye-catching photography from the cook-up will be featured across social media and in-store displays, building anticipation for the campaign’s launch in February 2025.