AHDB will feature British pork on TV for the first time this summer as its flagship marketing campaign resumes in 2026 as consumer demand reaches record levels.
“British Pork” But it’s not as you know it.” The campaign will run in three big impact bursts next year, starting with a TV-led phase in February, followed by new arrivals in the summer and a further push in the autumn.
The schedule expansion comes after record results so far, with intention to buy pork rising to 84%.
Versatility, value and ease of preparation metrics also reached new highs, with TV recognized as a key driver of recall and persuasion among consumers.
AHDB said the results demonstrate the growing appeal of pork at a time when shoppers are looking for affordable and flexible meal options.
Retail data supports that trend, with staple pork volumes increasing by 2.7% in the 52 weeks to December 28 as consumers seek cost-effective protein in their daily meals.
The addition of a summer TV campaign marks a significant change in approach designed to keep British pork top of mind beyond traditional seasonal peaks.
The new summer-focused ads will run alongside existing campaign assets, maintaining the established brand while introducing a fresher, more seasonal feel.
Dishes featured include pork burgers and harissa pork kebabs, highlighting pork’s suitability for barbecue and snacking, and its versatility beyond traditional formats.
AHDB said running the campaign across multiple seasons will help British pork remain competitive in a crowded protein market and reflect how people cook and eat throughout the year.
All three phases will be supported by a combination of broadcast, on-demand video and digital channels, alongside social media activity.
Influencer and recipe-led content will continue to play a central role, showcasing simple and accessible dishes, such as dishes that can feed a family of four for £6.
AHDB national marketing director Carrie McDiarmid said the expanded schedule would help maintain momentum in the sector.
“Expanding British Pork. But as you know, including a summer campaign is an exciting next step,” she said.
“This allows us to keep British pork relevant all year round and connect with consumers across a variety of food occasions.”
Mr McDiarmid said the campaign was designed to support the demands of levy payers. “By showing how you can feed your family healthy British food for just £6, we will continue to build momentum and support demand in this sector,” she said.
AHDB said the action builds on strong early efforts, with evidence that UK pork consumption continues to rise.
