Mix Up Midweek with Pork 2023

Following on from ‘Feed the family for less with pork’, Love Pork returns to our screens, with another burst of the successful ‘Mix up Midweek with Pork’ campaign.

Consumers will learn about the leaner cuts pork has to offer (medallions, loin, mince and fillet), how pork can form part of a healthy, balanced diet and is a source of nine vitamins and minerals, including vitamin B12. Families will be inspired to cook healthy, quick, easy and tasty pork dishes; perfect for midweek meals.   

The campaign launched on 23 January and can be seen on TV, social media and in supermarkets until 24 February.

Targeting Gen Z (18-25 years)

For the first time, we will be targeting Gen Z through social media. We have partnered with Mob Kitchen, the leading food media platform for Gen Z, helping to inspire young people to cook healthy and delicious pork meals while educating them about the nutritional benefits of eating pork, such as B12.

Three new recipe videos, including Lemongrass Pork Meatballs, have been created by the Mob team and their foodie influencers, showcasing pork in a variety of world cuisines. An article posititoning pork as a great post-workout protein option also features on their website: Pork Is Great For A Post-Workout Meal.

We have also partnered with two key influencers from TikTok, who have a combined following of 5.4 million. Each influencer has created a fun, attention-grabbing videos that encourage Gen Z to think of pork as a healthy source of protein and a nutrient-packed alternative to chicken. This content was shared on Instagram during the campaign period.

Click to view Cole Anderson's 'B12 Club' video

Click to view Jack Joseph's 'The Meaties' video

Cheat's Miso Ginger Ramen

Pork Fillet with Butter Beans and Salsa Verde

Lemongrass Pork Meatball Bowl

New healthy recipes

We've created some new delicious dishes for our 'Healthy Pork Recipes' webpage on the 'Love Pork' site. This page also includes many affordable recipes, to help consumers navigate the cost-of-living crisis while still enjoying healthy pork dishes such as these Smoky Pork and Pineapple Tostadas and Dan-Dan Style Pork Noodles.

What we have planned

TV

The 30-second advert can be seen on television on ITV, Channel 4 and Sky from 23 January 2023.

Retailer activity across the eight major supermarkets

Tesco, Sainsburys, Lidl, Aldi, Asda, Waitrose, Co-Op and Morrisons are the eight supermarkets featuring on-pack stickers, online banners, aisle fins and static recipe barkers to promote the campaign in store and online.

Spreading the message on social media

Newly updated social assets will be seen across Facebook, Instagram and Pinterest.