AHDB pork campaign returns with new TV advert

A new campaign which encourages families to consider pork as a healthy midweek dish is hitting TV screens and national newspapers.

The AHDB’s Mix Up Midweek marketing campaign aims to educate consumers that certain pork cuts are lean and low in fat.

Families will be inspired to take advantage of more family time at home during Covid and cook quick, easy and tasty pork medallion dishes.

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The levy board’s campaign will run from 17 January to 27 February and will include three weeks of TV advertising. A full 30-second advert will be supported by a 10-second version.

The adverts will be broadcast on ITV, Channel 4 and Sky and will air during popular shows such as Coronation Street and Dancing On Ice, along with food programmes including Sunday Brunch. The AHDB expects the TV advertising to reach more than 50% of UK adults approximately five times.

The campaign will also appear on video on demand, in national newspapers and magazines and at point of sale in retail outlets and outside Tesco and Asda stores. Kits containing posters and recipe leaflets have been mailed to more than 2,000 butchers.

Pork recipes

Social media activity will be tap into the trend for New Year’s resolutions and new diets, including people interested in food and new recipes. Consumers are encouraged to visit lovepork.co.uk to find lots of recipe ideas along with useful hints and tips on how to prepare and cook pork.

Angela Christison, AHDB sector director for pork, said the campaign came at a critical time for the pig sector, with pig farmers battling labour and supply chain challenges.

“While we cannot directly address these challenges, the aim of our consumer marketing activities is to build advocacy long-term with consumers and support the industry by encouraging a positive long-term attitude towards pork,” she explained.

“Demonstrating pork’s versatility, taste, nutritional attributes and value ensures it appeals to modern consumers and drives sales.

“Levels of British product lines on supermarket shelves are currently high, and by promoting cuts like pork medallions as a healthy meal option we hope to encourage even more people to add it to their weekly shop.”

The Mix Up Midweek marketing campaign, now in its fifth year, has delivered more than £37m of incremental retail sales for the pork sector since 2017. By the end of 2021, pork was seeing 6.5% volume growth versus pre-pandemic 2019 levels and the AHDB is hoping more people will switch after viewing the new TV adverts.

Mix Up Midweek complements the wider multi-million pound AHDB We Eat Balanced cross-sector marketing campaign that is running throughout January and February.

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