Encouraging younger consumers to #PickPork

We have teamed up with a host of top young food influencers to give recipe inspiration to encourage Generation Z (18-25-year-olds) to #PickPork.

#PickPork is a fun, engaging initiative that sees influencers challenging each other to create British pork recipes celebrating the taste, versatility, and affordability of different cuts of pork.

As part of our ongoing Love Pork social media activity, working with influencers allows us to reach wider audiences more effectively and drive changes in attitude and consumption among Gen Z.

Influencers have built a personal brand based on authenticity and relatability to their audience, something that is highly valued and trusted by younger consumers. So, by working with them #PickPork hopes to encourage Gen Z to choose British pork for their next meal.

The campaign showcases the versatility of British pork with different cuts, cuisines, and flavours, using a range of recipes from classic British flavours with a twist to trending Asian inspired marinades.

All six influencers have opted to use a different cut of pork - pork belly, shoulder, shoulder steaks, fillet, chops, and mince.

PickPork ran throughout March 2024.

By enlisting 6 foodie influencers to create a fun, engaging series of recipe videos, Love Pork showcased the incredible versatility of British pork. Throughout the campaign period, the engaging content reached 4 million Gen Z consumers.

The videos didn't just attract views; they sparked interactions, generating over 700,000 post engagements, including likes, shares, and comments, fostering a lively and interactive community around pork recipes.

See the campaign on the Love Pork Instagram channel.

Find out more about our other Gen-Z marketing activity.

How to get involved

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