‘British pork. But not as you know it’ – AHDB’s winning campaign returns for the autumn

We are relaunching our standout pork marketing campaign, ‘British pork. But not as you know it' on Wednesday 1 October with a fresh burst of activity.

The campaign’s return follows strong results from earlier this year and aims to deepen engagement, especially among younger consumers, through dynamic, digital-first content.

Since its launch in February, the campaign has made a significant impact: recording some 16 million social media impressions, six million views on YouTube and 3.1 million views via catch-up television.

These figures were accompanied by measurable shifts in consumer perceptions and improved purchase intent, with good growth for pork mince.

Importantly, the campaign has delivered excellent value for levy payers.

This autumn, the campaign builds on those successes by combining appetising recipe content with vibrant, visually engaging videos across Facebook, Instagram, Pinterest, YouTube and on-demand TV.

We are also extending our digital reach through a collaboration with popular TikTok creator Mimi Harrison, designed to introduce pork’s versatility and affordability to new audiences on that platform.

Head of Domestic Marketing Carrie McDermid said:

“We are so excited to bring back ‘British pork. But not as you know it’, with new creative energy.

“The earlier campaign showed how combining bold visuals, tasty recipe ideas and smart targeting can shift attitudes towards pork. This new burst will build on that by meeting audiences where they are and inspiring fresh ideas for how to enjoy British pork.”

As before, digital content will be supported by in-store and online calls to action, ensuring shoppers can easily access recipe ideas, cooking inspiration and information through relevant channels.

The renewed campaign, which includes a new TV advert, showcases tasty, healthy, family-friendly meals that cost less than £6 to feed a family of four, emphasising pork’s affordability and versatility.

It is designed to prompt consumers to think differently about pork – not just as a roast but as an ingredient for everyday cooking.