Pick Pork Campaign
A new advertising campaign designed to inspire consumers to make pork part of their midweek menu is a key part of a 3-year strategy to rejuvenate the image of pork. Initially focusing on pork loin medallions and pork fillet, the campaign urges consumers to ‘Pick Pork’ for quick, easy, tasty meal solutions that can be prepared in under 30 minutes.
Recipe development has been a critical part of the campaign. For consumers to change their behaviours and cook pork midweek, they need to be guaranteed an enjoyable eating experience. Therefore, failsafe recipes have been developed to incorporate ways to avoid overcooking pork loin medallions and fillets, without compromising on the midweek meal essential criteria of being quick, easy, healthy, and tasty.
The emphasis of this campaign changes in January, when New Year health and wellbeing resolutions are high on the consumer agenda, by placing a greater focus on pork’s health credentials. The TV advert will return to screens with a strong health message to complement PR, social and digital activities.