The Agriculture and Horticulture Development Board (AHDB) has today (Monday, January 23) launched its ‘Mix up Midweek with Pork’ marketing campaign.
The aim of the campaign is to support and promote long-term consumer demand for pig products, the board said.
As part of the campaign a 30-second advert will air on ITV, Channel 4 and Sky television channels from today until February 24.
As well as this, on-pack stickers, online banners, aisle fins and recipe barkers promoting the campaign will be visible across eight supermarkets, online shopping sites and across social media.
The supermarkets taking part include:
- Sainsbury’s;
- Waitrose;
- Co-op
- Tesco;
- Asda;
- Aldi;
- Morrisons;
- Lidl.
Carrie McDermid, AHDB’s head of marketing, said the board is making marketing pork a top priority for the next five years and beyond, with the aim of driving positive consumer attitudes towards pork consumption.
“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,” she said.
The campaign aims to complement AHDB’s ‘We Eat Balanced‘ marketing campaign that is currently running until February 4, 2023, on television and social media, which attempts to convey sustainable attributes and health benefits of red meat and dairy.
Gen Z and pork
AHDB said it aims to reach more people with this campaign by extending the target audience to include part of Generation Z (Gen Z) – individuals aged 18-25.
The board said this is because the age range currently has less of an affinity with pork and a lower purchase intent than its core target audience.
“We are working with MOB kitchen, the leading food media platform for Gen Z, to inspire young people to cook healthy and delicious pork meals and highlight the nutritional benefits of eating pork, such as vitamin B12,” McDermid said.
“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.”
