September 25, 2017

 

 

Often, UK consumers perceive pork as a fatty, old-fashioned meat. For some consumers, it is a barrier to purchase.

 

To demonstrate its health credentials, AHDB Pork commissioned nutritional testing to provide evidence that, in fact, pork cuts are low in fat and low in saturated fat.

 

This will be the message of a new pork advertising campaign designed to inspire consumers to make pork part of their midweek meal menu. The new advert hits TV screens on Monday, Sept. 25.

 

It is a key part of a three-year strategy from the UK Agriculture and Horticulture Development Board to rejuvenate the image of pork, initially focusing on pork loin medallions and pork fillet as perfect for quick, easy, tasty meal solutions which can be prepared in under 30 minutes.

 

AHDB Pork has tapped Olympic swimming gold medallist, new mum and MasterChef semi-finalist Rebecca Adlington as the midweek meals celebrity ambassador to support the marketing push. With almost 500,000 followers on Twitter and 80,000 on Instagram, she is deemed to inspire consumers to cook new dishes.

 

AHDB Head of Domestic Pork, Kirsty Walker, said focusing on pork fillet and pork loin "is a bold move, yet a necessary one if we are to add value to these prime cuts and overall carcase".

 

TV gives greatest results

 

She added: "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.

 

"Whilst TV advertising is a major investment, it is proven to yield the greatest results, reaching millions and helping to change perception and buying habits. We want to improve the pork offering in stores as a solution to the inspiration consumers are looking for, in order to break their midweek meal rut.

 

"Currently, consumers see pork as fatty, they are not sure what to serve it with and importantly, they don't know how to cook it. It is these challenges the rejuvenation strategy aims to address over time."

 

The new TV advert taps into research that 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. The TV campaign is expected to reach 77% of the target audience at least 6.5 times, when it airs between Sept. 25 and Nov. 5.

 

AHDB Pork said recipe development with fresh pork loin medallions has been a critical part of the campaign. "For consumers to adopt a change in behaviour and cook pork midweek, they need to have an enjoyable eating experience the first time, or they won't try it again", it said.

 

In-store activity, social media and PR will all complement the campaign with supporting messages around how to cook with pork medallions, as consumer cooking confidence is also a barrier for them to try cooking new dishes during the time-pressured week.