Pulled Pork Campaign
The first burst is timed to coincide with key celebratory events, including Valentine’s Day, Mothering Sunday and Easter, with the second scheduled to maximise interest in pork around the May Bank holidays, all of which are prime occasions for roasting joints and cuts.
The TV schedule will be supported by PR, social media and in-store activity, as well as the development of a range of new recipe ideas available from www.lovepork.co.uk
The pulled pork campaign is the first part of a long-term plan to rejuvenate the image of pork among 25-55-year-old consumers.
Indicators of success will be more people trialling pork and having a positive experience, and slowly and steadily changing perceptions of pork from negative to positive.