AHDB's new pork campaign aimed to tackle sales decline
The TV campaign will reach 77% of the target audience at least 6.5 times, as it airs between September 25 and November 5.
Research shows consumer perception of pork is that of a fatty, old-fashioned meat, a barrier to purchase for some consumers. In order to demonstrate its health credentials, AHDB Pork commissioned nutritional testing to provide evidence that, in fact, these cuts are low in fat and low in saturated fat.
“Focusing on pork fillet, which is mostly exported, and pork loin, which is regularly downgraded to European prices, is a bold move, yet a necessary one if we are to add value to these prime cuts and overall carcase," AHDB Head of Domestic Pork, Kirsty Walker, said. “Fillet and loin medallions provide us with a valuable solution to the consumer criteria for midweek meals in that they are tasty, quick, easy and low fat. This gives pork a reason to be on the dinner table during the week."
The new TV advert taps into research which highlights how consumers are ‘stuck in a rut’ when it comes to preparing meals during the week, and will act as the prompt for consumers to re-evaluate their eating habits and to consider pork.
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