Sales of promoted cuts up thanks to AHDB's Pick Pork campaign
The adverts were seen by almost half of UK's population (52%) or 34 million people through a blend of TV, digital and online advertising activity, which promoted pork fillet and loin steaks and medallions.
The campaign worth £2.5 million ran for six weeks this autumn, with TV adverts pulling in millions during top shows like the X-Factor, Great British Bake Off and Coronation Street, which called consumers to ‘break-up with boring’ and bring pork into their mid-week meals.
AHDB said that efforts to reach younger shoppers also paid off, with Pick Pork led recipes and videos viewed more than 1.6 million times on social media and online channels, with online food influencers including Hari Ghotra, The Dumpling Sisters and family orientated foodies Taming Twins and A Mummy Too sharing recipes.
“We set out to put more pork on plates through the week, giving consumers confidence to cook easy and delicious recipes. Our early results show a significant number of buyers are choosing pork loin medallions, with almost a 40 per cent increase compared to the previous period," said AHDB's Head of Meat Marketing, Liam Byrne.
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