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 will run advertising across out of home (digital screens outside retailers), social media, on demand TV channels and social media influencers, will be going live on 5th October and running for six weeks. For the first time the midweek meals campaign will focus on the 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.

This campaign will be followed-up by a second burst of activity in January, where pork loin medallions will be the main focus with a health theme.

Here is a preview of the video that is going to get shoulders rubbing, forks pulling and mouths watering this autumn:


The consumer facing website lovepork.co.uk will feature a host of new easy recipes that use only a handful of ingredients – made clear with the new strapline ‘One Pot, 5 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.

Click here to download free assets for your use

(file size: 285mb - file may take a couple of minutes to download)

 A butcher’s kit featuring four recipes and a poster has been created (pictured right), and can be ordered by emailing butcherskit@ahdb.org.uk referencing ‘pork kits’ in the subject line.  (Please note that each kit contains 100 recipe cards and one poster).

Stay connected on social media

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

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