The Agriculture and Horticulture Development Board (AHDB) is launching a new burst of its "This is British Pork. But not as you know it" campaign in October, across television, social media and supermarkets, to encourage more UK consumers to choose British pork.

The campaign adds a TV advert, a Healthy Savings challenge in which influencers show how swapping chicken breast for British pork mince in everyday meals saves money, and new recipe videos including Feed the Family for £6 and Switch and Save. It is part of year-round promotion backed by three TV adverts over the next 12 months.

AHDB says its February campaign reached more than 40 million consumers and generated 95.8 million social impressions; purchase intent for pork has risen five percentage points since 2020, and for pork mince six points year on year. "Consumers have more choice than ever when deciding what to buy and cook, and our responsibility to the levy payer is to make sure British pork remains relevant and visible," said Carrie McDermid, AHDB head of marketing and retail. The report was written by Alistair Driver.

Photo: Christine Johnstone / Wikimedia Commons (CC BY-SA 2.0)

Source: Pig World