'More pulled pork ads will air next month', says Pig Association

Pulled Pork advertising will return to television screens in a few weeks, says the National Pig Association (NPA). This second burst of the successful 2015 campaign will be timed to coincide with Valentine's Day and Mothering Sunday.

The campaign highlights the simplicity and great taste of pulled pork. The February and March television schedule will be supported by PR, social media and in-store activity.

As the advertisement has been timed to coincide with a number of key family-focused dates, AHDB Pork has created some new pulled pork recipe ideas fit for the occasion.

These include Valentine's Day Pulled Pork Pot Pies and Sweet Spiced Pulled Pork With Plum Compote for Mother's Day as well as modern and international influenced Pulled Pork Vietnamese Rolls and Pulled Pork Middle Eastern Flatbreads.

In addition to whole shoulder roasts, more convenient ideas using quick cook pork shoulder steaks and leftovers are also featured on the Love Pork website.

According to Kantar Worldpanel data from the first campaign period, pork shoulder sales recorded a 19.2 percent uplift year-on-year, with an extra 206,000 households purchasing pork shoulder.

Phase two of the Pulled Pork campaign will help achieve a more lasting impact on the market.

The strategy behind the campaign is not solely to move more shoulder pork. The aim is to try and get younger consumers of under 55 to try pork at home. Research shows they find it a bit boring, they don't know what to do with it, and they find it hard to get right when cooking.

"The main point of the Pulled Pork campaign is to make it easy, make it tasty and make it impossible to get wrong", says the NPA.