AHDB Midweek pork campaign gets the message across to consumers

AHDB’s latest pork marketing campaign reached more than 85% of UK households, according to new figures, which show consumers’ desire to buy pork at its highest level in three years.

The Mix Up Midweek campaign, which is now in its fourth year, generated more than 20 million impressions on social media and three million impressions via video on demand in its latest bursts, in autumn 2020 and from mid-January to late-February this year.

The £1.3 million campaign was part of AHDB’s ongoing drive to shift consumer attitudes towards pork by positioning it as a healthy, easy and versatile option for a midweek family meal.

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