Putting British pork on the nation’s forks

Your levy, driving demand for British pork, all year round.

Every year, we run campaigns to keep British pork front of mind for consumers.

From TV advertising and social media to supermarket partnerships and PR activity, we use a range of channels to reach people throughout their day, from menu planning to shopping to serving up a tasty and nutritious meal for their families.

Using multiple channels helps us build awareness, trust and purchase intent throughout the consumer journey.

But we’re not just guessing. Just as you use data to inform decisions on your farm, we use consumer insight and campaign results to shape our marketing campaigns.

TV and YouTube help us build awareness at scale across terrestrial and on-demand platforms.

We use it to showcase British pork as an everyday solution to family mealtimes.

YouTube in particular helps us extend our TV reach to a slightly younger main shopper.

In a mobile-first world, social media is a key part of our marketing activity.

We use it to engage and inspire consumers with recipes and farmer stories across Facebook, Instagram, Pinterest and TikTok.

Through our Meet the Farmer series, we help consumers understand more about the care and consideration that goes into British farming and where their food comes from.

Connecting with audiences through trusted voices is the norm these days.

We work with well-known family-friendly influencers to reach our consumer audience.

This year they’ll be taking on a ‘Healthy savings with British pork’ challenge – producing budget-friendly and healthy recipes to show how swapping chicken for pork can save money.

From on-pack stickers and QR codes to shelf signage and point-of-sale displays, in-store promotion means we can encourage people to put British pork in their trolleys at the point of sale.

This extends to online grocery shopping as well, so we can reach those consumers who don’t have time to head to the supermarket each week.

Different consumers have different motivations. We use research to understand who buys British pork, who could buy more of it and what matters to them.

Our latest research shows that value for money remains one of the most important factors influencing whether someone buys British pork.

Health, naturalness and nutritional value have also become increasingly important, especially with a greater awareness of ultra-processed foods. Which is why we’re highlighting the protein and vitamin and mineral content of pork throughout our campaigns.

Many consumers are also time poor and want to find easy ways to improve their work/life/family balance without compromising on health and taste.

By stacking these qualities, we can demonstrate how British pork can form part of an affordable and balanced diet.

Some of the messages we'll be sharing to drive demand for British pork include:

• We put the joy into feeding the family for less 

• Feed the family for £6 

• Pork is good value for money 

• Pork is nutritious and delicious

We'll be showcasing a variety of recipes to entice people to incorporate pork into their weekly meal plans, including:

• Sweet and sour pork mince
• Easy pork curry
• Pork mince koftas with pitta and tzatziki
• Easy healthy noodles
• Quick creamy pasta
• One-pan creamy pasta bake

While we promote British pork all year round, several times a year we run dedicated campaigns to boost awareness and make sure it stays on consumers’ radars.

Our upcoming campaign will showcase British pork as a practical choice for households looking to manage food budgets without compromising on taste or quality.

We’ll be promoting pork mince as an affordable and flexible option that’s suitable for quick, everyday family meals.

• In store: Tesco, Sainsbury's, Asda, Lidl, Waitrose, Co-op, Morrisons and Aldi
• On TV: ITV, Channel 4, Sky media and Channel 5 
• On demand and streaming: ITVX, Sky, Netflix and 4OD
• Social media: YouTube, Facebook, Instagram, Pinterest and TikTok

We’ll also be recording vox pops as we hit the streets with our pop-up food van for families to try a healthy, tasty pork dish and guess the price.

• 40 million consumers reached***
• Social impressions reached 95.8 million***
• Purchase intent for pork increased by five percentage points since 2020*
• More consumers now see pork as versatile (+5%) and nutritious (+3%)*
• Agreement that pork is quick to cook/prepare increased by 13 percentage points**
• Purchase intent for pork mince rose by six percentage points year-on-year**

*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