British pork campaign continues to make gains with consumers

February delivered another strong performance from our ‘This is British pork. But not as you know it’ campaign.

The campaign continues to demonstrate the value and versatility of British pork by enticing consumers with delicious recipes that can easily be made at home.

It shines a spotlight on pork as a nutritious and versatile alternative to chicken, which is big on protein, big on taste and big on value.

Advertising ran across on-demand platforms and TV, helping awareness for pork reach its highest level since 2018. TV and video‑on‑demand stood out, delivering strong cut-through, memorability and impact when households were making routine meal choices*.

The campaign positioned pork as a practical midweek option, with messages such as ‘Feed the family for less’ and ‘Feed the family for £6’. This helped boost relevance and increase purchase intent in the current economic climate**.

Social media activity focused on short‑form videos and recipes, using influencers to show simple pork dishes made at home. This content performed strongly, with more people watching to the end, remembering the content and linking positive messaging directly to British pork.

Social impressions reached 95.8 million, well above the planned 64 million***.

Pork mince starred as the main cut alongside clear messaging around health, taste and value*.

Since 2020, purchase intent for pork has increased by five percentage points. More consumers now see pork as versatile, nutritious and easy to prepare*.

Agreement that pork is quick to cook/prepare has increased by 13 percentage points, while purchase intent for pork mince rose by six percentage points year-on-year**, pointing to continued demand for affordable, flexible cuts.

Alongside this, our ‘always-on’ Love Pork activity continues to keep British pork visible between campaign bursts.

*Source: Sparkminds, Love Pork pre/post, Main shopper, prompted advertising awareness, 2018 – Feb 2026 Overall

** Source: Sparkminds, Love Pork pre/post, Main shopper, Feb 2025 vs Feb 2026

*** Source: the7Stars – Post campaign analysis February 2026