Monday, 28 September 2020
Ease and affordability will be the main focus of the latest wave of AHDB’s successful ‘midweek meal’ pork campaign, with a new range of ‘One Pot’ pulled pork recipes.
Running for 6 weeks between 5 October and 15 November 2020, this autumn’s consumer messaging will for the first time, highlight the impressive taste and value qualities of pork shoulder.
The newly developed range of delicious hero recipes cover an array of global flavours from Portuguese Piri Piri to Caribbean Jerk. The seven new recipes are made up of just 5 ingredients – or less and can be cooked together in one pot.
The new slogan of ‘One Pot, 5 ingredients’ aims to demonstrate pulled pork’s ability to deliver on flavour, as well as ease and affordability for a range of cuisines.
The sweet 'n' smokey hero recipe will be showcased to All 4, ITV Hub and Sky On Demand viewers from next week in a mouth-watering video, with the aim to get the nation adding pork shoulder to their shopping lists.
As ever, retail support is strong with a mix of in-store and online advertising such as product stickers, banners and recipe sharing.
Butchers and farm shops can also get pulled into the action, with kits containing recipe cards and a poster to inspire their customers to enjoy pulled pork during the campaign, simply email firstname.lastname@example.org.
The campaign also hopes to reach hundreds of thousands through social media influencers and avid home cooks with the #5ingredientschallenge and #leftoverchallenge. Follow or join in on the campaign with #pulledpork.
This year’s campaign intends to build on the positive shift in opinion following the end of year three’s activities, where more than one extra shopper in ten (13 per cent) agreeing that pork is ideal as a tasty, versatile and healthy option for a midweek meal.
AHDB Strategy Director for Pork, Angela Christison said: “We are delighted with the success of this campaign. It has developed strongly over four years and already boosted attitudes towards pork, especially as a mid-week meal. This has largely been achieved by demonstrating how healthy and versatile pork can be.
“Now we are building on that message by reminding consumers of the value and ease of pork, with new dishes such like Mexican pulled pork alongside well-loved classics such as sausage and mash. Easy, delicious, nutritious …pleases the pocket and the palate… perfect.”