Half a million new shoppers attracted by AHDB pork campaign
4th Jun 2018 / By Alistair Driver
Almost half a million additional shoppers bought fresh pork during the two phases of AHDB Pork’s £3 million midweek meals campaign.
The campaign included prime time TV adverts, shown during autumn and in January 2018. It was supported by major retailers, with print, digital and social media, helping it reach a 26 million households – approximately 95% of Great Britain.
Research from Kantar showed the campaign also delivered incremental revenue of £13.2m, with £6.43 of extra retail sales generated for each £1 of marketing media spend.
Kantar Worldpanel data indicates 480,323 more shoppers bought fresh pork during the two burst periods of the campaign in autumn 2017 and the first quarter of 2018, compared to the same periods the previous years
Backed by a further £2.5 million investment, promotion will continue this September and again in 2019. An extended TV advert and new social content will promote the versatility of pork medallions and loin steaks through delicious and easy recipes, perfect for midweek meals.
The campaign forms part of a three-year strategy to rejuvenate pork’s image and make it more appealing and relevant to younger consumers.
AHDB Pork Strategy Director Angela Christison, said: “Our evaluation showed the campaign’s balance of humour and clear messaging appealed to consumers who found the advertising engaging and memorable. The on-pack stickers and point of sale materials helped convert this interest into sales.
“We broke new ground with medallions, reaching health-conscious consumers and those who may have never bought pork before, people who are traditionally hard to reach.”
Highlights of the campaign included Olympic medallist Rebecca Adlington, who promoted the health credentials of pork medallions with a special midweek recipe video, which was viewed more than 80,000 times on the LovePork.co.uk website