See AHDB's new 'Love flavour, Love Pork' advert before it airs

You can view AHDB's new pork promotional advert before it hits our TV screens next week. 

AHDB’s £2.5 million advertising campaign features dishes from the Caribbean and Asia, promoting a broad range of cuts with mince, stir-fry strips, fillet and loin medallions included.

Continuing the midweek meal theme, the new TV adverts see a family swipe through their tablet for inspiration, browsing pork recipes using global flavours which transport them to an Asian street market, then a Caribbean beach party. 

To watch the new advert, which will run from October 1 across terrestrial, digital and on-demand services, click HERE.

The advertising campaign will also work with the support of butchers and retailers, using social media and PR to captivate consumer interest.

AHDB said previous adverts, which have been seen by some 28 million people, have boosted consumer attitudes towards pork and how it can fit into their life. Now 10% more of the population believe pork is an attractive option mid-week.An industry-working group chaired by AHDB has played an integral role in shaping the latest campaign, ‘Love flavour, Love Pork’.

Group member and pig farmer Fergus Howie, said: “In this new colourful campaign, pork is promoted in such a vibrant and exciting way. Looking at the results of previous advertising activity, we know that showing how versatile pork is has helped to change people’s attitudes towards this healthy meat – that’s the kind of work we need.

“The new adverts should give our industry a further boost and I’m looking forward to sharing some of the delicious recipes, to inspire shoppers who visit our own butchers.”

Angela Christison, AHDB Pork’s strategy director, said: “Inspiring consumers to regularly cook with pork, as part of a healthy balanced diet, is important to support the natural appeal of this versatile protein.

“The delicious flavour of pork and ease of including it in quick and tasty dishes will help attract younger shoppers too. We will be adding new recipes to LovePork.co.ukso people can swipe as they shop.  Innovative ideas will give consumers even more confidence to cook and enjoy pork.”