BLOG: Easy, delicious, nutritious pork

Over the past four years, the AHDB ‘Love Pork’ marketing campaign has had a profound effect in boosting the attitude consumers have towards pork.

There has been an uplift of 13% in the proportion of consumers who now believe pork is ideal as a tasty, versatile and healthy option for a midweek meal.

If people think positively about pork, it becomes front of mind, whether they are in a supermarket or eating out. This is a fantastic shift in perception, especially as consumers are spoilt for choice every day and it takes a lot for any food to shine above the rest. It’s also a chance to build on this success and go even further for the industry.

What is 'Mix Up Midweek with Perfect Pulled Pork' about?

We are excited and proud to announce the next phase of our Mix Up Midweek campaign. It was launched 5 October and will run until 15 November, intensely promoting the ease of cooking and value for money pork offers.

Earlier in the year, we ran a pork shoulder campaign, encouraging consumers to cook pulled pork dishes, that was incredibly successful during the lockdown period. Pork shoulder is an excellent fit right now, with many wanting a great taste, no waste and, above all, a simple solution that easily pleases.

The heart of our autumn campaign will build on this success by focusing on a range of pulled pork recipes using ‘One Pot, Five Ingredients’. These showcase how easy, delicious and nutritious pork is, and demonstrate the value it provides week on week.

How will the campaign reach our target audience?

We are using the smartest channels of communication to reach a huge audience, with video-on-demand advertising, social media influencers and further nudges to purchase in store and on the packaging to lead buyers to our website, lovepork.co.uk. Every step of the way, we will be sharing the same message: “Love flavour, love pork”.

If you’re thinking “I’ve never heard of Love Pork”, it’s because our campaign is designed to target an audience that consumes little to no pork. Vice versa, it’s important you’re also helping us promote pulled pork, as it will give you a bigger bang for your buck.

Take a look at our website, lovepork.co.uk and see how you can get involved in spreading the message via your social channels. On the site, you can watch our brand-new advert, which will be shown across ITV Hub, Sky On Demand and All 4 – I challenge you not to be hungry after seeing it!

Upcoming marketing activity #2021

There is even more coming in the new year, with another burst of marketing activity, which will be bigger and bolder than ever, aiming to challenge those critical issues in January, around plant-based diets. Expect to see us championing the sheer taste, health and economic value pork can bring to millions of tables.

Help us share the message using #PulledPork. You can pick up our social media graphics and promote how great pork is to thousands of willing customers!