The bold new marketing campaign hits chords by shaping how consumers view pork.
Debuting in February amidst the pressures of cost-of-living and evolving shopping habits, AHDB’s campaign sought to reposition British pork as an affordable, nutritious, versatile everyday ingredient rather than traditional Sunday roasting.
Leading the charge was the modern diet idea and the British pork mince featured through famous TV ads broadcast across Channel 4, ITVX, Sky, Netflix, YouTube and social media platforms.
The impact of the campaign is clear. It has produced over 50.7 million social media impressions, according to media agency The7Stars. This is an increase of 6.4 million people from the previous year.
An independent study by Sparkminds highlights the success of promoting this budget-friendly adaptive reduction with an intention to purchase pork mince by 6%.
Of particular note was the resonance of the campaign with younger consumers. Among Gen Z shoppers, purchase intent has skyrocketed to 83%, the highest level in three years, with 80% saying the ads made people think more positively about pork cooking and diet.
Given the traditional difficulty of this demographic being involved, AHDB welcomed it as an important breakthrough.
The 30-second TV spot combines a lively 30-second spot with catchy slogans like “Pork isn’t just Sundays” and is a bright message to show how pork becomes a star of a diverse cuisine.
It recognizes that UK pork ads have risen by 10 percentage points, indicating strong product recognition.
The campaign’s message was reinforced in-store with hanging signs, on-pack stickers and chiller displays that have been well received by shoppers.
Nicola Dodd, senior marketing manager at Pork at AHDB, said:
“By rethinking how pork fits into everyday life and keeping UK sources at the forefront and centre, we have connected with shoppers in ways that feel relevant and exciting.”
The campaign is part of AHDB’s broader strategy to promote British pork, backed by reliable agricultural standards.
Looking ahead, taxation organizations consider the possibility of further highlighting pork’s valuable credentials and aim to translate positive consumer sentiments into lasting purchasing habits.
