New year, new pork campaign

Supporting sales of every part of the pig is critical year-round, and we maintain an always-on approach to promoting British pork, domestically and internationally. These markets are mutually dependent – a thriving domestic market complements robust overseas demand, ensuring the sector reaches its full potential. After all, we produce whole pigs, not just the cuts the UK consumer favours.

Driving demand

Driving demand starts with understanding what motivates consumers to choose British pork. That’s where our consumer insight team plays a vital role. They analyse buyer behaviour and preferences, identifying key audiences and how to influence their purchasing decisions. Combining this intelligence with creative marketing strategies and strong partnerships with retailers and processors forms a powerful recipe for success.

One standout example is our 2024 Feed Your Family for Less campaign. Independent evaluations last year revealed a 10:1 return on retail sales (three times the industry average), 1,331 tonnes of additional pork sold, and thousands of new pork buyers, generating an extra £9.6m in retail sales (Source: Kantar, mix-model campaign measurement, 24 Jan. – 7 Apr. 2024).

Advertising

Perhaps you’re wondering why you haven’t seen an AHDB advert for pork. That’s because the campaigns target ‘light’ pork consumers – those not yet fully aware of its benefits.

Using the right message, delivered via the right channels at the right time, we ensure impactful, cost-effective promotion. This includes TV adverts, social media and in-store promotions, all developed in collaboration with specialist agencies to maximise the value of the levy investment.

New campaign

Thanks to increased levy funding, we have commissioned a new advert set to debut in February. This exciting campaign, titled 'British pork… but not as you know it', is designed to inspire home cooks to incorporate British pork into their weekly meals.

The campaign will shine a spotlight on lean cuts like loin steaks and 5%-fat pork mince, showcasing their versatility and appeal. With simple, adaptable recipes, it positions pork as an affordable, nutritious alternative to proteins like chicken. Think quick stir-fries, hearty casseroles and fresh takes on family favourites.

All recipes are designed to be under £1.50 per portion, appealing to cost-conscious families without compromising on taste or nutrition.

The campaign will also highlight pork’s convenience, making it an ideal choice for busy households. From nutritious weekday meals to indulgent weekend treats, the new materials aim to shift perceptions and give pork a regular place in the family shopping basket.

Eye-catching adverts will appear across traditional and on-demand TV channels like ITV, Channel 4, Sky and Netflix, alongside digital platforms such as YouTube and social media, and in-store promotions.

Ongoing marketing

Beyond the campaign activity, we maintain a continuous stream of positive messaging about pork through our Love Pork social media channels. These feature recipes, videos and short versions of the adverts, and signpost to the Love Pork website.

Here, consumers can find reassurance about pork’s environmental and nutritional credentials, as well as more inspiration for delicious, budget-friendly meals. This approach ensures pork stays front of mind, whether people are eating at home or dining out.

As a sector, we should be proud – not only of the high-quality product we produce but also of the collaborative effort to promote it far and wide. Together, we’re ensuring British pork is celebrated and enjoyed throughout the year.

Here’s to making 2025 another banner year for British pork – loud, proud and on plates across the nation.