Successful pork marketing campaign returns with TikTok debut

Our 'This is British pork. But not as you know it' marketing campaign is returning to screens in October, bringing back its bold and creative approach across multiple platforms.

For the first time, the promotional push will also feature on TikTok, using short, eye-catching videos to inspire a younger audience with fresh ways to enjoy pork.

Launched in February, the first iteration of the campaign delivered standout results.

By showcasing imaginative twists on familiar favourites, it achieved 16 million social media impressions, 6 million YouTube views and 3.1 million views on catch-up TV. Crucially, it shifted consumer perceptions of pork – boosting purchase intent and proving strong value for levy payers through an excellent return on investment.

This autumn’s activity builds on that winning formula, combining mouth-watering recipes with engaging digital content designed to make shoppers think differently about pork.

TikTok sits alongside Facebook, Instagram, Pinterest, YouTube and on-demand TV, ensuring the campaign reaches across age groups and consumer segments.

Every campaign burst strengthens pork’s visibility in a highly competitive protein market, highlighting its versatility, affordability and quality, and boosting value for levy payers.

By keeping the campaign fresh, relevant and far-reaching, we continue to support demand for British pork and the long-term resilience of the sector.