The Agricultural and Horticultural Board (AHDB) is launching a new ‘Mix up Midweek with Pork’ campaign to promote pork as a healthy, tasty and versatile meal choice. The campaign comes at a time when consumers are making lifestyle changes and opting for healthier meal options.
Running from January 23 to February 24, the campaign will include a 30-second TV advert on ITV, Channel 4 and Sky for two weeks, as well as on-pack stickers, online banners, aisle fins and static recipe barkers advertising the promotion at supermarkets (Sainsbury’s, Waitrose, Co-op, Tesco, Asda, Aldi, Morrisons and Lidl), online shopping sites and across social media.
The marketing campaign intends to inform consumers about the leaner cuts of port, such as medallions, loins, mince and fillet, as well as how pork can be a key ingredient for a healthy, balanced diet. The aim is for pork sales to continue whilst promoting the health benefits of the meat as a source of nine vitamins and minerals, including B12.
Following AHDB’s autumn 2022 ‘Feed the Family for Less with Pork’ campaign, which raised awareness of pork’s positive role in meal choices during the current cost-of-living crisis, the Mix up Midweek with Pork campaign will continue to promote affordable meal choices with a range of recipes that come in at under £1.50 per head. Easy-to-cook recipes have been developed to support the campaign and are available on the lovepork.co.uk websites, with recipe cards and a poster being mailed to farm shops and butchers too.
AHDB is utilising influencers on social media to appeal to the 18-25 years age bracket (known as Generation Z) as this is an audience group who have a lower purchase intent. Carrie McDermid, AHDB’s head of marketing, explained: “We are working with MOB kitchen to inspire young people to cook healthy and delicious pork meals and highlight the nutritional benefits of eating pork, such as vitamin B12. New video recipes have been created by the Mob team and their foodie influencers, showcasing lean cuts of pork in a variety of world cuisines.
“Two popular influencers on TikTok will also feature a fun, attention-grabbing video to encourage the Gen Z audience to think of pork as a healthy source of protein and a nutrient-packed alternative to chicken. This content will be promoted on Instagram.”
Ms McDermid continued that AHDB Pork are prioritising marketing over the next five years and more. She said: “Evaluation of last year’s pork campaign showed that 92% of consumers agreed the TV advert communicated pork medallions as a healthy mealtime choice, and 70% of consumers said they were more likely to eat pork medallions after seeing the campaign.”
Running alongside the current ‘We Eat Balanced’ AHDB campaign, both promotions showcase the sustainable attributes and health benefits of red meat and dairy. Listen to the latest episode of AHDB’s Food and Farming podcast to hear more about the Mix up