Following its success in 2015, the Pulled Pork advertising campaign will return to television screens next month.
Phase two of the marketing campaign from AHDB Pork, which depicts the simplicity and great taste of pulled pork, will air in two successive bursts this year; during February/March and again in April/May.
The first burst is timed to coincide with key celebratory events, including Valentine’s Day, Mothering Sunday and Easter, with the second scheduled to maximise interest in pork around the May Bank holidays, all of which are prime occasions for roasting joints and cuts. The TV schedule will be supported by PR, social media and in-store activity, as well as the development of a range of new recipe ideas available from www.lovepork.co.uk.
Kirsty Walker, head of marketing at AHDB Pork, said: “We’re excited to see a second phase of pulled pork activity taking place during February/March and then again in April/May. Naturally, we are looking to build on the success of the first phase, which ran for six weeks from 27 April 2015.
According to Kantar Worldpanel data from the first campaign period, pork shoulder sales recorded a 19.2% uplift year-on-year during the campaign period, with an extra 206,000 households purchasing pork shoulder.
Kirsty added: “The pulled pork campaign is the first part of a long-term plan to rejuvenate the image of pork among 25-55 year old consumers. Indicators of success will be more people trialling pork and having a positive experience and slowly and steadily change perceptions of pork from negative to positive.”
As the advertisement has been timed coincide with a number of key family-focused dates, AHDB Pork has created a number of new and exciting pulled pork recipe ideas which are fit for the occasion. These include Valentine’s Day Pulled Pork Pot Pies and Sweet Spiced Pulled Pork With Plum Compote for Mother’s Day as well as modern and international influenced Pulled Pork Vietnamese rolls and Pulled Pork Middle Eastern Flatbreads.
In addition to whole shoulder roasts, more convenient ideas using quick cook pork shoulder steaks and ‘leftover’ meal ideas are also featured on the Love Pork website.