Bpex pulled pork campaign debuts

Bpex has launched its pulled pork campaign with the aim of reviving demand in the domestic market.

The launch began on Friday night, with the first broadcast of the TV advert, following the final credits of Coronation Street on ITV. The advert features a family enjoying the product as part of the ‘ultimate lazy Sunday’.

Kirsty Walker, Bpex head of marketing, said the TV campaign will reach “millions of viewers”.

Complementing the television advertising is a social media campaign that offers recipe ideas and encourages consumer participation.

Further backing is provided by celebrity endorsement from TV chef Tom Kerridge, who will be an active part of the social media campaign and produce pulled-pork recipe videos.

The campaign is also supported by around one million pulled-pork recipe booklets and partnerships with Netmums and top food bloggers. In addition, approximately 1.3 million ‘Perfect for Pulled Pork’ stickers will appear on packs of pork shoulder in stores.

Walker encouraged all industry members to take an active role in the campaign – “from butchers using our pulled pork point-of-sale material, retailers promoting pulled pork recipe ideas to customers, foodservice operators capitalising on the renewed demand for pulled pork dishes or farmers supporting our social media campaign”, she said. “Together we can change consumer perceptions about fresh pork for the better.”

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