AHDB launches £100,000 pulled pork campaign

AHDB is calling on farmers and the wider agri-food industry to push pulled pork as part of a new £100,000 consumer campaign to boost UK pork consumption.

Running for six weeks, the campaign which has the slogan ‘Make it Pulled Pork’, aims to get the nation to recreate a favourite eating-out dish at home.

AHDB estimates the recent loss of foodservice outlets could lead to an additional 503 million in-home meal occasions per week. However, the board said it provided the perfect opportunity for consumers to rekindle their passion for pulled pork.

The campaign will also help boost the domestic market for pork shoulder joints which would have found a ready outlet in pubs and restaurants.

Typically, the eating-out market accounts for around 14% of all pork volume sales in Great Britain.

Spanning digital and print media, Make it Pulled Pork will feature advertising in national newspapers, reaching an estimated audience of four million consumers.

New content has been added to AHDB’s consumer-facing website, LovePork, providing tips and advice on how to cook and serve the perfect, succulent pork shoulder.

On social media, posts and recipe suggestions will be targeted at LovePork’s 100,000 Instagram and Facebook followers using the hashtag #PerfectPulledPork.

Farmers and others in the supply chain are urged to help boost the campaign’s impact by posting assets, which can be downloaded for free from the AHDB website, or by photographing their own recipes and using the hashtag.

AHDB strategy director for pork Angela Christison said: “Pulled pork offers an easy, affordable and delicious way for families to recreate restaurant-quality food in the comfort of their own home. It is such a simple and tasty dish that needs very little effort or cooking ability.

“I encourage the industry to get involved in the campaign and help spread the word about #PerfectPulledPork in these challenging times.”