New marketing campaign showcases British pork like never before
Thursday, 30 January 2025
A new advert championing British pork as a delicious, healthy and versatile choice for families will hit TV screens in February.
The new campaign – British pork. But not as you know it – will run throughout the month aiming to captivate audiences with mouth-watering dishes.
The advert brings recipes to life and celebrates pork’s rich flavour and appeal. The campaign also highlights the health benefits and value of pork, reinforcing it as an affordable and nutritious meal option.
You will be able to see the advert on Netflix, Sky, Channel 4 and ITVX, as well as social media, YouTube and in supermarkets.
The campaign features winter-friendly recipes using 5%-fat pork mince, loin steaks and medallions, such as hoisin pork meatballs, air-fried loin steaks with roasted vegetables, and Spanish pork with butter beans and chorizo. Each dish costs under £1.50 per portion, making them ideal for budget-conscious families.
The campaign is part of our ongoing investment to promote British pork and support levy payers by reaching a broad range of consumers and building their confidence in the products they buy.
Major retailers are also backing the campaign with in-store promotions to highlight British pork as a delicious and accessible meal choice.
The in-store and online advertising will prompt shoppers to choose pork, with recipes and QR codes on stickers linking to a collection of budget-friendly pork dishes.
Head of Domestic Marketing Carrie McDermid said:
“This new campaign brilliantly highlights British pork as a versatile and affordable alternative to chicken. The adverts inspire confidence and creativity in cooking while showcasing how pork can be used in a variety of healthy and delicious dishes.
“We’re excited to see how consumers respond and are confident this campaign will drive even greater success. We encourage levy payers to support the campaign by engaging with us on social media.”
We are using a variety of channels to show consumers where their food comes, highlighting the environmentally friendlier practices of our pork producers and championing the best of British farming.
Pork Sector Director Angela Christison added:
"Consumer groups who saw the new campaign said that the new adverts made them want to go and cook pork that night! This is just the strong and swift reaction we all want to see.
“We robustly test several possible campaign ideas with consumers before selecting the most powerful option. That way, we know we are likely to see results even better than our existing campaign, which served as the ‘thing to beat’ benchmark during the research.”
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