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Feed Your Family for Less with British Pork campaign returns
Monday, 8 July 2024
Research shows that our pork marketing campaigns have successfully shifted consumer perceptions, presenting British pork as a healthy, versatile and affordable meal option.
Evaluation of the campaign showed a significant increase in key attitudinal measures and a 6% increase in purchase intent, which takes it to its highest level in four years (source: TwoEarsOneMouth).
A £10.05 return in sales was reported for every £1 of levy money invested in advertising. This equates to an additional £9.6m in retail sales – that’s 1,331 tonnes* more pork into shoppers’ baskets.
The campaign also brought in 173K incremental buyers**, increasing household penetration from 25.9 million to 26.1 million households (source: Kantar).
Looking ahead
Following this success, we are delighted to announce the return of the highly successful Feed Your Family for Less with British Pork campaign.
Through this campaign, we aim to inspire families to view British pork as an affordable, tasty and healthy choice that can be used in lots of different dishes.
Running from 5 July until 31 July, the campaign will be featured across social media, YouTube and in seven major supermarket chains.
Campaign activity
Delicious and budget-friendly recipes: The campaign will showcase recipes using cuts such as 5% fat mince, loin steaks and fillet, all under £1.50 per portion.
Featured recipes include Mexican-style pork burgers, creamy lemon pork pasta, and Korean-style pork mince bowl, ideal for summer meals.
Widespread social media presence: Bright, eye-catching adverts featuring easy pork recipes will be promoted via social media on Facebook, Instagram and Pinterest.
These will also be available in the Healthy Pork Recipes collection on the Love Pork website.
YouTube: Our popular TV advert highlighting the versatility and value of pork dishes will be promoted on YouTube to reach a broad audience.
Supermarkets: The campaign will be seen in seven supermarket chains, with on-pack stickers featuring QR codes, tear-off recipe sheets, floor vinyls and flags to encourage shoppers to choose British pork.
Reaching younger audiences
Our ‘Love Pork Student Staples: Healthy Eats’ recipe videos, created with Tasty UK, will again target the younger Gen Z audience (18–25-year-olds) via Facebook, Snapchat and Instagram.
These videos, featuring food and fitness influencer Lucy Kent, effectively demonstrate quick, easy and healthy pork recipes for busy and budget-conscious students through bespoke content that is targeted specifically at this younger audience.
AHDB head of marketing Carrie McDermid said:
“We know from the last campaign burst that the messages landed well and the advertising inspired consumers to choose pork. With the majority of people still very concerned about the cost of living, the campaign demonstrates the great value of British pork and positions it as a tasty and nutritious meat than can be used in lots of different meals.
“This latest burst of advertising continues with these messages, keeping British pork front of mind and hoping to win some plate-share from chicken."
*Incremental tonnes to total pork
**buyers that would not have purchased had the campaign not run