A new pork advertising campaign designed to inspire consumers to buy more pork will hit TV screens today as the industry worries about the meat's negative image.
The advert is a key part of a three-year strategy from the AHDB to rejuvenate the image of pork, amid declining sales.
Olympic swimming gold medallist and MasterChef semi-finalist Rebecca Adlington has been confirmed as the midweek meals celebrity ambassador to support the marketing push.
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 these cuts are low in fat and low in saturated fat.
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.
Rejuvenation
AHDB Head of Domestic Pork, Kirsty Walker, said: “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.
“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.
“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.”
'Stuck in a rut'
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.
It will act as the prompt for consumers to re-evaluate their eating habits and to consider pork.
The TV campaign will reach 77 per cent of the target audience at least 6.5 times, as it airs between September 25 and November 5.
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.
Potential for exports
The pig industry isn't just looking at its domestic market for expansion. Pork has been touted as the meat that offers the best potential for exports to non-EU markets.
This is according to a new Brexit report looking at the UK's prospects for meat and dairy products in a global marketplace.
Of the individual meats, it is pig meat that offers the best potential, the report explains. 32 per cent of UK pig meat trade in 2016 went to non-EU markets.
It comes as news that exports of British beef, lamb and pork have surpassed the £500 million mark for the first six months of 2017 – up 18 per cent year-on-year.
The success in exploiting the Chinese market is an example of what can be achieved, the report states.
In August, a new export deal with China was announced that will bring a £200 million boost to the UK food industry and support 1,500 jobs.
