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30 September 2016 | Online since 2003
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21 September 2016 11:30:58 |Finance,News,Pigs,Produce,Supermarkets

Pork campaign generates £13m boost to the industry


The campaign aimed at inspiring consumers to try pulled pork at home, either by cooking it themselves or buying a convenient version

The campaign aimed at inspiring consumers to try pulled pork at home, either by cooking it themselves or buying a convenient version

Pork sales attributed to a TV advertisement gave the industry a £13m boost according to new figures.
The Pulled Pork Phase II campaign also brought new consumers to the 'roasting' category.
The figures from independent research company Kantar revealed 30% of the incremental spend came from consumers who had not previously bought a pork, beef or lamb roasting joint and 56% came from ‘light’ buyers of pork, in they usually only buy pork once or twice a year.
In addition, the campaign brought younger shoppers to the category with two-thirds of shoppers being under 55 years of age, the campaign’s target demographic.
The campaign, which ran over two bursts of activity, 10 February – 8 March and 6 April – 8 May 2016, aimed at inspiring consumers to try pulled pork at home, either by cooking it themselves or buying a convenient version.
This was measured by an increase in sales of pork shoulder and convenient pulled pork products and attitudes to pulled pork and pork as a whole.
'Keep inspiring consumers to buy pork'
The results show the second phase of the pulled pork campaign, (the first phase ran in the Spring of 2015), once again stimulated demand for the currently under-utilised pork shoulder joint, and had a wider impact on the whole fresh pork category.
UK retailers were also supportive, sourcing an average of 92% of their fresh pork shoulder and pulled pork products (e.g. sous vide, or readymade pulled pork) from Britain during the campaign.
In addition, 59% of the sales value increase was from shoppers buying pork shoulder without cutting spend on other meats.
Ten major retailers engaged with the campaign, with a mixture of in-store and online marketing activities, including campaign stickers appearing on over 1.5 million packs of pork shoulder.
The majority of retailers increased their range of pork shoulder joints, steaks and pulled pork products during the campaign period or as a result of the campaign.
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


'Important to maintain momentum'
Kirsty Walker, AHDB Pork, head of marketing, said: "We are really pleased with the results, particularly as the campaign has attracted more under 55 year olds into the pork category.
"56% of those who bought during the campaign period were consumers who were only buying fresh pork once or twice a year.
"It’s really important we maintain momentum and keep inspiring consumers to buy pork.
"We need to remember this is just the first step on the journey to rejuvenate the image of pork by making it more relevant to today’s consumer."
A concluding point of the Kantar Worldpanel evaluation is a ratio of sales return for levy payer money spent based on the marketing spend.
Their analysis demonstrates the second phase of the campaign generated over £7.55 of additional sales across the whole category for every £1 spent on marketing activity by AHDB Pork.
AHDB Pork chair, Meryl Ward said: "The pulled pork campaign has been incredibly successful in getting the industry to working together on raising the profile of pork whilst driving both volume sales and value of pork shoulder.
"In pulled pork we have a hero dish which has grown in popularity and is something consumers are obviously enjoying cooking.
"It’s important we keep this momentum up so I’m excited to see what the next campaign will look like," Miss Ward concluded.

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