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AHDB British Pork campaign returns, as research shows marketing benefits

8th Jul 2024 / By Alistair Driver

AHDB’s Feed Your Family for Less with British Pork campaign is returning for the summer following strong results form the Love Pork campaign.  

Feed the family for less 4AHDB said research has shown its pork marketing campaigns have 'successfully shifted consumer perceptions, presenting British pork as a healthy, versatile and affordable meal option'.

Evaluation of the campaign by TwoEarsOneMouth showed a significant increase in key attitudinal measures and a 6% increase in purchase intent which takes it to its highest level in the last four years. 

A £10.05 return in sales was reported for every £1 of levy money invested in advertising, which equates to an additional £9.6 million in retail sales - 1,331 tonnes more pork - into shoppers’ baskets, AHDB said. The campaign also brought in 173K incremental buyers - who would not have purchased had the campaign not run - increasing household penetration from 25.9 million to 26.1m households, Kantar data shows.  

Feed Your Family for Less with British Pork

AHDB has also announced the return of the highly successful Feed Your Family for Less with British Pork campaign on July 5.

This campaign aims to inspire families to view British pork as an affordable, tasty, and healthy choice that can be used in lots of different dishes. Running until July 31st, the campaign will be featured across social media, YouTube, and in seven major supermarket chains. 

AHDB said the campaign will include:

  • Delicious and Budget-Friendly Recipes: The campaign will showcase recipes using cuts such as 5% fat mince, loin steaks, and fillet, all under £1.50 per portion. Featured recipes include Mexican Style Pork Burger, Creamy Lemon Pork Pasta, and Korean Style Pork Mince Bowl, ideal for summer meals. 
  • Widespread Social Media Presence: Bright, eye-catching adverts featuring easy pork recipes will be promoted via social media on Facebook, Instagram, and Pinterest. These will also be available in the Healthy Pork Recipes collection on the Love Pork website. 
  • YouTube Advertising: The popular TV advert, highlighting the versatility and value of pork dishes, will be promoted on YouTube to reach a broader audience. 
  • Supermarket Engagement: The campaign will be active in seven supermarket chains, offering on-pack stickers with QR codes, tear-off recipe sheets, floor vinyls, and new hanging flags to encourage shoppers to choose British pork. 

Reaching Younger Audiences 

The popular Love Pork Student Staples: Healthy Eats recipe videos, created in collaboration with Tasty UK, will again target Gen Z (18-25-year-olds) via Facebook, Snapchat, and Instagram. These videos, featuring food and fitness influencer Lucy Kent, effectively demonstrate quick, easy, and healthy pork recipes for busy and budget-conscious students through bespoke content that is targeted specifically at this younger audience. 

AHDB head of marketing Carrie McDermid said: “We know from the last campaign burst that the messages landed well and the advertising inspired consumers to choose pork. With a majority of people still very concerned about the cost of living, the campaign demonstrates the great value of British pork and positions it as a tasty and nutritious meat than can be used in lots of different meals.

“This latest burst of advertising continues with these messages, keeping British pork front of mind and hoping to win some plate-share from chicken."