Pork marketing campaign returns bigger than ever

Our ‘This is British pork. But not as you know it’ campaign has returned for the first of three bursts of TV-led activity this year, which will include its first-ever summer run on television.

Building on the strong performance of previous phases, the first of three TV-led bursts of activity will run throughout February, with a new appearance in the summer and the usual autumn push.

By tapping into the summer market for the first time, we want to encourage consumers to enjoy pork on their barbecues and we'll be showcasing summery dishes such as pork burgers and harissa pork kebabs.

Running the campaign year round should help keep British pork front of mind and relevant, no matter what season we’re in.

It demonstrates that British pork is not just tasty, it's also a healthy and value-for-money protein that consumers can use to add variety to their midweek meals.

As well TV, the campaign will be seen across video on demand, YouTube and social media.

This mix of channels reflects research showing that TV remains a highly effective way to reach our target audience.¹

Influencers and recipe-led content will continue to play an important inspirational role, showcasing seasonal dishes that feed a family of four for £6.

Carrie McDermid, Head of Domestic Marketing at AHDB, said:

“Expanding 'This is British pork. But not as you know it' to include a summertime campaign is an exciting next step.

“It allows us to keep British pork relevant all year round and to connect with consumers around different food occasions.

“By showing how you can feed a family for £6 with healthy British dishes, we’re continuing to build momentum and support demand for the sector.”

The campaign follows previous successes, including strong cut-through during earlier TV activity and positive engagement with digital and social media content, alongside evidence that British pork consumption is rising.

Following the October campaign, purchase intent for pork climbed to 84% – the highest level on record – and versatility, value and ease of preparation also hit new peaks.

Primary pork retail volumes increased by 2.7% in the 52 weeks to 28 December, potentially as consumers seek affordable dinner solutions.²

TV remains a standout performance driver, with the adverts delivering strong recall and persuasion – viewers noting inspiration, versatility and affordability.³

¹ Worldpanel by Numerator/AHDB pork consumer mixed model, April 2024

² Worldpanel by Numerator, volumes of primary pork sold in retail, 52 w/e 28 December 2025

³ Sparkminds, AHDB pork campaign evaluation, October 2025