Pulled pork campaign shortlisted for marketing award

The Pulled Pork campaign is the first execution of a longer term plan to rejuvenate the image of pork
The Pulled Pork campaign is the first execution of a longer term plan to rejuvenate the image of pork

The levy funded body which represents the interests of pig farmers and producers in England, AHDB Pork, has for the first time been shortlisted for a Marketing Week award.

The annual Marketing Week Awards are widely accepted by marketing agencies and in-house marketing teams to be the equivalent of the film industry's 'Oscars'.

The Market Disruptor award recognises an organisation which has changed its market or industry through use of a new business model, changing focus or reaching new consumers.

AHDB Pork has been shortlisted for the ‘Pulled Pork – Achieve Lazy’ campaign, designed to address the strategic need to rejuvenate the image of pork, with a focus on encouraging more under 55s to buy pork shoulder and cook pulled pork at home.

The Pulled Pork campaign is the first execution of a longer term plan to rejuvenate the image of pork.

AHDB Pork is in esteemed company, with Marks & Spencer and Carlsberg also having been shortlisted in this category.

Kirsty Walker, AHDB Pork, head of marketing said: “To think we would be shortlisted for such a prestigious award was not front of mind two years ago when I was touring the country presenting the ‘Pulled Pork –Achieve Lazy’ campaign plan to farmers and processors. Back then, success was their support with which we built the campaign. I hope everyone involved in the campaign, from farm to fork, feel proud and can share in the success so far.”

The Marketing Week awards recognise excellence in marketing and are regarded as the industry’s highest accolades.

The awards honour the best and brightest from the world corporate, agency, non-profit and consumer marketing and communications teams across the UK.

The finalists are selected by a judging panel which includes seasoned agency and in-house marketing professionals and educators. The results will be announced on the 12th May.