Latest guide targets shoppers

A new consumer advert has been developed by the British Pig Executive (BPEX) in the ongoing battle to save the British pig industry.

A play on the traditional guide to pork cuts, the advert (illustrated below) outlines in no uncertain terms the five key cuts threatening the pig industry - income, jobs, farms, quality and consumer choice.

The advert can be seen currently at 15 billboard sites in London's top railway stations, in addition to 85 sites distributed across London Underground stations.

There are also potential plans to use the new creative in the printed press as a follow up to the 'Save a Rare Breed' ad which appeared in the national titles during the first three months of the year.

The latest ad in the 'Pigs Are Worth It' campaign can be seen on the London Underground.

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