New pork campaign aims to ‘feed the family for less’

As consumer demand for affordable meals grows, our autumn pork marketing campaign launches with the new messaging Feed the family for less with pork and runs from today, 17 October until 25 November 2022.

Consumers will see the adverts online, across social media, during on-demand TV shows, in the aisles and websites of eight supermarket chains. 

Showing off pork's affordability, versatility, and tastiness, the recipes suggest consumers choose pork for family meals. Among the recipes are Hoisin Pork Meatballs, Easy Sausage Biryani, and One Pot Sausage Braise, which can all be found on  LovePork.co.uk. The campaign also features influencers to spread the message further on social media, check out The Batch Lady's Instagram video on summer sausage traybakes.

AHDB’s Head of Marketing, Carrie McDermid said: “Our autumn pork campaign focuses on feeding a family for less and we have developed a range of new and exciting recipes that not only deliver on taste but also cost under a fiver. Pork is presented as a good-value protein that meets consumers’ needs when they are trying to reduce the amount they spend on their weekly shop. Also, we have worked with retailers to gain agreement to apply over a million stickers to pork packs with a QR code linking to budget-friendly recipes. The campaign aims to raise consumer awareness of pork's positive role in healthy meal choices during the current cost-of-living crisis and addresses concerns that people are having to cut meat from their diets.”

Carrie continues, “We know marketing is important to our levy payers and our job is to showcase how their food products provide a great meal choice for consumers. We focused on British cuts such as pork shoulder, sausages and mince to support British farmers.

“The campaign has been running for six years and comes at a crucial time for the pork industry. In addition, it continues to encourage consumers to purchase fresh primary pork regularly and maintain a long-term positive attitude toward it.”

Our marketing campaigns are based on market data and consumer insights. By delving into consumer behaviours, buying patterns and attitudes, the marketing team has a better understanding of what consumers are looking for and how best to reach them.

The campaigns have been highly successful at shifting consumer perceptions of pork to a tasty, lean, and easy-to-cook meat. 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 75% said they felt differently about pork medallions after seeing the campaign. 

Pork will return to our screens in January 2023, with another burst of the successful pork medallions campaign. The focus shifts back to the ongoing task of educating consumers about leaner pork cuts and how pork can form part of a healthy, balanced diet. People will see the campaign on TV, online and across social media, and for the first time a proportion of media spend will be dedicated to specifically targeting Generation Z.

Follow us on Twitter and Facebook and consumer-facing social media channels LovePork and keep an eye out for #PulledPork, #LovePork and #Feedthefamilyforless for lots more content and to join in the conversation.