Mix Up Midweek with Perfect Pulled Pork

As one of the most favoured ways to eat fresh pork, AHDB will be helping time-pressed and cash-strapped families enjoy mealtimes that little bit more this autumn by focusing on pulled pork as part of the Midweek Meals campaign.

A national campaign, that is gaining favour with families - will see advertising across out of home (digital screens outside retailers), social media, on demand TV channels and social media influencers, will be going live on 18th October and running for six weeks. The midweek meals campaign forms part of the ongoing strategy to rejuvenate the image of pork with consumers, by demonstrating pork's versatility, taste and ease. 

Perfectly timed to coincide with Halloween and Bonfire Night, and the school half tem holiday, the latest campaign  will focus on the pork shoulder joint and the message of taste, ease and affordability will be aimed at consumers who are looking for simple yet delicious family meal solutions.

A second burst of activity will be live in the new year, where pork loin medallions will be the main focus with a health theme, demonstrating how pork can be enjoyed as part of a healthy, sustainable diet.

External evaluation of the previous pork marketing campaign, which ran from October 2020 to January 2021, shows that it reached more than 85% of UK households, with consumers’ desire to buy pork at its highest level in three years. Kantar data also showed pork meal occasions grew by 20%, outstripping all other proteins during that period, which were driven by a number of external factors. 

The consumer facing website lovepork.co.uk will feature a range of easy recipes that use only a handful of ingredients and a whole host of digital content designed to inspire and educate families on how to cook pulled pork and what to do with the leftovers.

Pushing pulled pork

To help industry support the campaign, AHDB has created a range of digital assets which can be downloaded and used by all to inspire your contacts to buy and cook with pork shoulder.  

Social assets - click here to download

a screenshot of a menu

Order your recipe cards and poster

 A 'butcher’s kit' featuring four recipes and a poster has been created and can be ordered by emailing butcherskit@ahdb.org.uk referencing ‘pork kits’ in the subject line.  (Please note that each kit contains 75 recipe cards and one poster. Limited stock available, we cannot guarantee requested order quantities.).

Mix up midweek campaign recipe cards and poster

Stay connected on social media

Follow us on our consumer social media channels and keep an eye out for #PulledPork and #LovePork for lots more content and to join in the conversation:

a burger with a bite taken out


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