BPEX launches £1m Love Pork campaign

An £1m campaign by BPEX to get more people to 'Love Pork' has been launched, with a three-pronged attack designed to get the message across.

The 'Love Pork' campaign, which will stretch into the new year, will see pork promoted as a healthy, convenient, and delicious food that can fit into any lifestyle.

Journalists are to be targetted through recipe leaflets with information and pictures, designed to be easily reproduced in a magazine. The six leaflets, which will be sent out bi-monthly, are themed to appeal to different groups. 'Love your family' has a recipe for aromatic eastern slow-cook pork, 'Love your body' is a warm pork salad and 'Love your friends' has a recipe for roast loin of pork with plum, port and blueberry compote.

The second part of the campaign involves putting point of sale material in supermarkets. BPEX are in discussion with the multiples' at the moment, but hope eventually to move towards putting the "Love pork" logo on all Quality Standard Mark pork labels.

And at the beginning of 2007, an advertising campaign will give information about why people should 'Love pork' in a series of adverts in newspapers and magazines.

Chris Lamb, consumer marketing manager for BPEX said he hopes the campaign will have payback of 20 times the initial investment and is optimistic about the effect the campaign will have: "Pork is doing well," he said. "It's a lifestyle thing. People are cooking again and thinking about what's in food, and they think 'If I cook a meal from scratch, I know what's in it.' Pork fits in perfectly with that."

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