New £2.5 million AHDB push to promote pork

AHDB’s £2.5 million Midweek Meal campaign will see health-focused adverts promoting pork appear during prime-time TV shows like Coronation Street, starting this week.

Running until February 24, advertising will tap into the New Year drive to be more healthy. Globally inspired, quick and easy-to-cook recipes using lean cuts include Vietnamese style pork with jasmine rice and Japanese style caramelised pork with vegetable spaghetti.

Millions of pounds of additional sales have already been generated through earlier phases of AHDB’s advertising, with more shoppers buying fresh pork during previous campaign bursts.

Research is running to track the results of the latest phase of the campaign, where advertising is supported by PR, social media and retailer activity.

AHDB’s head of meat marketing Liam Byrne said: “We know January is a key time of year when people focus on health.

To tap into that drive, we’ve collaborated with reality TV star Lucy Mecklenburgh, and personal trainer Cecilia Harris to help inspire people to cook pork as they try new healthy meals.

Lucy is famous for her appearances in top shows like The Only Way is Essex, Bear Grylls’ Celebrity Island and Tour de Celeb.

Liam added: “In addition to the prime-time TV advertising slots, we’ve scheduled adverts to appear alongside programmes to target a younger audience.

“These include shows like ITV2’s ‘American Dad’, ‘Family Guy’ and football fixtures – such as the FA Cup third round.

“For the foodies, a spot has also been secured during ‘Jamie & Jimmy’s Friday Night Feast’, so we’re really helping our pork producers sell cuts including loin medallions and steaks through a variety of advertising methods.”