The latest £2.5 million phase of the AHDB ‘Pick Pork’ advertising campaign will hit TV screens today (September 17).
The adverts build on earlier calls to “break-up with boring” with consumers enticed to try pork loin steaks and medallions, to increase their culinary confidence with these quick and easy-to-prepare cuts.
The adverts will run during some of the UK’s most popular TV shows, including:
- Coronation Street on tonight at 8.45pm;
- During the new series of the X Factor Auditions which has seen more than 700,000 people tuning in;
- During the latest series of Jonathan Ross on Saturday nights and Harry Potter and the Goblet of Fire on Saturday, September 29;
- On C4 adverts run during The Simpsons and Come Dine with Me;
- On ITVD during the brand new series of The Only Way is Essex, as well as The Lego Movie; and
- On E4, the advert features in Tattoo Fixers which always performs well and reaches a younger audience.
To encourage younger people to purchase pork, the campaign will also involve social media influencers.
Research has shown that only one in five people know how to cook more than three pork dishes. To change that, influential cooks will share recipes and cooking tips to inspire shoppers.
The campaign will work alongside Indian food specialist Hari Ghotra; Asian food experts The Dumpling Sisters, Amy and Julie Zhang; and family-orientated foodies Sarah Barnes, Taming Twins, and Emily Leary, A Mummy Too.
‘If they don’t have confidence to cook, they won’t’
Managing the latest phase, Agriculture and Horticulture Development Board (AHDB) head of meat marketing Liam Byrne said: “We’re out to change shoppers’ perception of pork, putting more on plates through the week.
We know if people don’t have the confidence to cook pork, with easy recipes to choose from, they simply won’t. We’re using a number of methods to change that.
“The new Pick Pork campaign runs from TV screens through to shops, with retailer support recognised as an important step early on.
“As shoppers browse, they will see on-pack recipe inspiration and promotions as they shop online. To encourage more retailers to back pork, we’ve also used front page trade advertising and we’re pleased that major supermarkets and independent butchers are supporting.”
Research from Kantar Worldpanel showed the first campaign delivered incremental revenue of £13.2 million, with £6.43 of extra retail sales generated for each £1 of marketing media spend.
The AHDB Pork Board has helped to shape the campaign and ensure that pork producer’s and processor’s needs are captured in the advertising activity.
Andy Napthine, group marketing controller at Cranswick, said: “We’re proud of the pork we produce and I’m confident the Pick Pork campaign will inspire more people to cook pork as part of a healthy diet.
Following the first phase of the campaign, we saw a significant improvement in people’s attitudes towards pork as part of their mid-week meals and that translated to sales, with nearly half a million more people buying pork during the campaign periods, compared to last year.
“Pork loin steaks being added to the marketing activity will help increase consumers’ awareness of easy to cook pork-based meals. New recipes promoted on packs in supermarkets and in local butcher shops should see people buying more loin steaks and medallions, as well as the more traditional cuts.”
To see the latest versions of the ‘Pick Pork’ adverts visit lovepork.co.uk. New recipes are also included on the site.
