Vion builds on pork campaign
A major British pork promotional campaign has entered its second phase, wth consumers being urged to ‘Eat Yourself Happy’.
The latest message, part of the ‘Put Pork on the Your Fork’ campaign, organised by the Vion Food Group, will see the support of TV personality and former Masterchef Champion Nadia Sawalha and food psychologist Dr Christy Fergusson to help raise awareness of the role fresh pork plays in a balanced nutritious diet.
The campaign will also showcase the mood-enhancing properties and versatility of the meat.
The new phase will launch following the publication of the results of the latest consumer research into people’s New Year eating habits and will comprise media relations, digital marketing and social media, helping to inform and inspire consumers, the company said.
Jimmy Doherty, ‘Put Pork on Your Fork’s’ ambassador, said “As a nation, we do love to eat pork, but we’ve lost our adventurous side. At this time of year, fresh pork is often overlooked as a great food ingredient, where many cuts are very nutritious.
“This campaign is all about educating the public about the health benefits of putting British pork on your fork, and I’m proud to be supporting it once again.”
Commenting on the campaign launch, Vion Pork Business Unit’s sales and marketing director Melody Chapman said: “As a leading UK pork processor, we have a central role to play in promoting fresh British pork, and educating consumers about how to incorporate it into their diets.
“The latest initiative in our ‘Put Pork on Your Fork’ campaign, ‘Eat Yourself Happy’ aims to help consumers broaden their repertoire and experience new cuts of British pork, through exciting recipes and helpful videos from both Nadia and Dr Christy. By promoting quality British pork, we’ll be helping to support British pig farmers and increase the value of the category as a whole.”