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New ‘Pick Pork’ TV ads promote quick-cook cuts

The latest £2.5 million phase of the AHDB ‘Pick Pork’ advertising campaign hit TV screens on Monday 17 September.

The adverts build on earlier calls to ‘break-up with boring’ with consumers enticed to try pork loin steaks and medallions, to increase their culinary confidence with these quick and easy-to-prepare cuts.

To encourage younger people to purchase pork, the campaign will also harness the power of social media influencers.

Research has shown that only one in five people know how to cook more than three pork dishes. To change that, influential cooks including Indian food specialist Hari Ghotra, Asian food experts The Dumpling Sisters - Amy & Julie Zhang, and family orientated foodies Taming Twins' Sarah Barnes and A Mummy Too’s  Emily Leary, will share recipes and cooking tips to inspire shoppers. 

Research from Kantar Worldpanel showed the first campaign delivered incremental revenue of £13.2 million, with £6.43 of extra retail sales generated for each £1 of marketing media spend*.

The AHDB Pork Board helped to shape the campaign and ensure that pork producer’s and processor’s needs are captured in the advertising activity. Following the first phase of the campaign, a significant improvement in people’s attitudes towards pork as part of their mid-week meals was seen, and has translated to sales, with nearly half a million more people buying pork during the campaign periods, compared to last year**. 

To see the latest versions of the ‘Pick Pork’ adverts, see below or visit lovepork.co.uk/assets. New recipes are also included on the site.

* Research on the impact of advertising and in store activity was carried out using the Kantar Consumer Mix Model, May 2018

** Campaign dates 25 Sept – 5 Nov 2017, 8 Jan – 25 Feb 2018. KantarWorld Panel Consumer Mix Model