A marketing campaign on the benefits of switching to pork dishes has been called a success by the AHDB.
The marketing campaign, now in its fifth year, ran for six weeks in January and February, and kicked off with three weeks of primetime TV ads.
Its goal was to educate consumers that certain cuts of pork are lean and low in fat, while encouraging them to view pork as a healthy mid-week meal.
As a result of the campaign, the number of consumers acknowledging that they are interested in trying new pork dishes or recipes has reached its highest level in three years.
According to recently released results, the campaign has a strong ability to change consumer perceptions, with 75% of consumers saying they experience pork medallions differently after seeing the campaign – with six in ten consumers saying they are likely to buy pork medallions.
There has also been a significant shift in people who perceive pork medallions as high in protein and a pleasant and delicious meal option.
61% of additional consumers say the campaign changed their perception of pork shoulder after seeing it, with 84% agreeing that the campaign presented it as a good mid-meal solution week, easy to cook at home and can be used in a number of dishes.
Throughout its duration, AHDB’s Mix Up Midweek campaign reached 76% of UK households and generated almost 30 million impressions across social media, video on demand and online video.
The latest results come at a time of immense challenge for the pork sector.
AHDB Marketing Director Liam Byrne said:
“Lean pork is easy to cook and can be enjoyed as part of a healthy, balanced diet, so we’re very pleased to see the latest phase of our ‘Mix Up Midweek with Pork’ campaign having a positive impact on consumers’ perception of pork as a healthy meal choice”.
“AHDB is committed to working with the wider industry to support our pork royalty payers during this particularly difficult time.
“This campaign is part of a long-term strategy to positively promote the values and value of pork and the latest data shows that pork sales have outpaced chicken sales compared to pre-pandemic retail sales. .”