TV farmer leads new British pork campaign
TV farmer Jimmy Doherty has been signed up as the new face of British pork by leading food manufacturer Vion.
Doherty will face the new ‘Put pork on your fork’ campaign to encourage consumers to eat more British pork. Starting in June, the campaign kicks of a digital partnership with BBC Good Food, and will use social media, digital marketing and consumer events, such as the ‘One Pig Weekend’ at Jimmy’s farm to highlight the versatility of pork. It aims to target younger consumers in particular, who are unsure of how to cook joints and gammon steaks.
Melody Chapman,Vion’s pork business unit’s sales and marketing director, said: “As a leading UK pork processor we recognise our responsibility to highlight the benefits of pork, encourage consumers to try new meals using pork and help them learn more about pork. The launch of ‘Put Pork on Your Fork’ shows our commitment to this approach and investment in British Pork. With Jimmy’s help, we’re looking forward to introducing new consumers to Pork throughout the year, and adding some excitement to the category.”
The move comes amid a deepening crisis within the pig industry. Last week the NPA chairman Stewart Houston blasted the supermarkets for not doing enough to support British pig farmers. He had previously written to the board members of the major retailers warning them they had to do more to avert a impending crisis in supply.