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Using marketing to build relationships with consumers
Monday, 6 January 2025
Marketing managers like Kate Abbey play a pivotal role at AHDB, raising the profile of British agriculture among consumers. Below, Kate shares some of the ways we’re engaging with consumers and encouraging them to buy British pork.
Our marketing activity supports levy payers by promoting the versatility and quality of British produce, ensuring we reach a broad range of consumers who have confidence in the products they buy.
Meat Masterclass
Along with managing new marketing campaigns and overseeing social media activity, one of the projects I’ve been involved with recently is our Meat Masterclass video series. This initiative is designed to educate consumers about different cuts of pork, addressing a common barrier to people buying it – a lack of confidence in preparing pork.
By demonstrating where each cut originates on the pig, how to prepare it for cooking and the variety of recipes it can be used in, we hope the videos will empower home cooks to explore British pork more confidently.
The Meat Masterclass series features Mia Tamburrini, an award-winning young female butcher from Suffolk, who brings her expertise and relatability to the campaign.
Targeting Gen Z (18–25-year-olds), families and hesitant home chefs, the videos align with our mission to deliver tangible value to levy payers. Highlighting the quality and versatility of British pork not only supports farmers but also bolsters domestic consumption.
Inspiring Gen Z
One of the aims of our Love Pork marketing activity is to expand reach, awareness and engagement with younger consumers. This has involved us collaborating with renowned foodie platform Tasty UK and developing a social media campaign to educate and inspire Gen Z consumers.
Another one of our campaigns that you might have seen is Feed Your Family for Less with British Pork, encouraging consumers to consider pork as an everyday option with lots of affordable, easy and inspiring recipes.
British Pork: But not as you know it
In February we’re launching an exciting new-look campaign – British Pork: But not as you know it. We want consumers to rethink the role of pork in their diets and see it as a staple, rather than an occasional, feature.
By blending creativity, education and research, our marketing team ensures that campaigns not only engage consumers but also deliver meaningful results for levy payers, championing the best of British farming.
Mia Tamburrini