Mix up Midweek with Pork campaign returns

Following the success of our Feed the Family for Less with Pork campaign, our Mix up Midweek with Pork campaign returns to our screens later this month. The campaign will educate consumers about the leaner cuts of pork, such as medallions, loins, mince and fillet, how pork can form part of a healthy, balanced diet and that it is a source of nine vitamins and minerals, including vitamin B12. We hope the campaign will inspire families to cook healthy, quick and easy pork dishes, perfect for midweek meals.  

The campaign begins on 23 January and consumers will see promotional activity on TV, in supermarket aisles, while shopping online and across social media until 24 February. We are also targeting Generation Z (consumers aged 18–25 years) for the first time on our social channels. By partnering with Mob Kitchen, a leading food media platform aimed at Generation Z, the campaign will inspire young people to cook healthy and delicious pork meals while educating them about the nutritional benefits of eating pork. Three new video recipes will be created by the Mob team and their foodie influencers, showcasing pork in a variety of world cuisines.

A selection of healthy and tasty midweek meals, such as pork and ginger stir fry, pork medallions ramen, Dan-Dan noodles, and Caribbean pork, will also feature in our Mix up Midweek with Pork campaign. The recipes are available on our consumer website lovepork.co.uk. Highlighting those that come in at under £1.50 a head, helps promote the affordability of pork to people looking to save money during the cost-of-living crisis. 

Pork is also being promoted in the second burst of AHDB’s We Eat Balanced campaign, which will run throughout January and February. Activity will include positive messages about vitamin B12 and the benefits of eating both meat and dairy, as well as inspiring recipe ideas.

Our always-on social media activity throughout the year will also showcase delicious pork-based recipes and videos on social media platforms, including Pinterest, Instagram and Facebook, and you can find us online at lovepork.co.uk. We will also continue our work with retailers to improve meat aisles, making them more enticing places to shop.

Our marketing campaigns have been highly successful at shifting consumer perceptions of pork from that of a fatty, old-fashioned meat, to one that can be tasty, lean and easy to cook. Evaluation of last year’s pork campaign showed that 92% of consumers agreed the TV advert communicated pork medallions as a healthy mealtime choice, and 70% of consumers said they were more likely to eat pork medallions after seeing the campaign.

For more information about our January campaign, follow AHDB Pork on Twitter and Facebook , and LovePork on Instagram, Pinterest, YouTube and Facebook