Feed Your Family for Less with British Pork

Following the success of our autumn campaign, Feed Your Family for Less with British Pork returned to TV screens on 1 February 2024 to inspire consumers to see pork as an affordable, tasty and healthy meal option.

With the continued cost-of-living crisis, many consumers are looking for more budget-friendly options in the meat aisle. The core campaign, targeted at a family audience, showcased the great value and versatility of pork with a range of affordable recipes that are healthy too.

Pork campaign cajun traybake recipe image with campaign logos.

Pork campaign lemon pasta recipe image with campaign logos

Pork campaign sweet and sour pork recipe image with campaign logos

Pork campaign katsu curry recipe image with campaign logos

Social media adverts across Facebook, Instagram and Pinterest kick-started the campaign on 29 January, showcasing delicious and healthy pork recipes under £1.50 per portion. From Pork Katsu-style Curry to Healthy Sweet & Sour pork and Creamy pork pasta, there was something for everyone.

The £1m TV-led campaign hit screens from 1 February, airing on ITV, Channel 4 and Sky, alongside popular on-demand shows, and YouTube.

The campaign also appeared in eight supermarket chains. In this push, we offered healthy and affordable recipe ideas through on-pack stickers with QR codes to scan, signage in aisles as well as tear-off sheets on shelves and online through website banners. Floor vinyls were also placed in several stores to grab as much attention as possible.

End frame of the new Feed your Family for Less pork campaign TV advert

To boost reach, awareness and engagement with the younger Gen Z audience (18—25-year-olds), we built on our successful autumn campaign partnership with Tasty UK, whose influencer videos provided a shift in positive attitudes towards pork, particularly in terms of nutrition, taste and purchase intent.

From 10 February, our ‘Love Pork Student Staples: Healthy Eats’ recipe videos were featured on Tasty UK’s Instagram, Snapchat and TikTok accounts, targeted directly at this younger audience in a fun and engaging way.

behind the scenes of the love pork and tasty UK recipe shoot with influencers

Carrie McDermid, AHDB Head of Domestic Marketing, said:

"Our campaigns aim to shift consumer perceptions of British pork, positioning it as tasty, lean, and an easy meal solution. This campaign has many delicious, budget-friendly and healthy recipes for family dinners.

"We are partnering again with social influencers Tasty UK to develop recipe videos that will spotlight pork's value and versatility for students - from lean cuts to budget-friendly dishes - making it a great choice that is high in protein, low in fat and a source of vitamin B12.

"We continue to be active on social media all year round, sharing tasty pork recipes and videos along with our Meet the Farmer series, which also conveys messages about sustainability, the environment, animal welfare, and British farming standards. Farmers like Rob McGregor from Norfolk and Sam Ward from The Lincolnshire Pork Company will be featured, highlighting innovative and sustainable farming practices."

How to support the campaign

Get social – follow us and share our content!

Follow us on our AHDB Pork and consumer-facing Love Pork social media channels, and keep an eye out for lots of great content – including delicious, new recipe ideas.

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