Pulled pork campaign set to return

After the success it brought last year, the pulled pork advertising campaign is set to return to television screens next month.

Developed by AHDB Pork, the second phase of the campaign will depict the simplicity and taste of pulled pork. It will air in two successive bursts; firstly during February and March, and then during April and May.

The first set of advertisements has been scheduled to coincide with specific dates in the calendar, such as Valentines Day, Mothering Sunday and Easter. Meanwhile, the second screenings are set to coincide with the May Bank Holidays. AHDB Pork identifies these times as prime occasions for roasting joints and cuts.

Screenings will be supported by social media and PR activity, as well as the development of a selection of new recipes which can be found at www.lovepork.co.uk.

Were excited to see a second phase of pulled pork activity taking place during February/March and then again in April/May, said Kirsty Walker, head of marketing for the levy board.

Naturally, we are looking to build on the success of the first phase, which ran for six weeks from 27 April 2015.

Data collection body Kantar Worldpanel showed that the first campaign that took place in 2015, increased pork shoulder sales by 19.2% year-on-year. It also revealed that an additional 206,000 households purchased pork shoulder.

The pulled pork campaign is the first part of a long-term plan to rejuvenate the image of pork among 25- to 55-year-old consumers, added Walker. Indicators of success will be more people trialling pork and having a positive experience and, slowly and steadily, changing perceptions of pork from negative to positive.

To celebrate the dates on which these advertisements will be shown, AHDB Pork has created specific recipes. These include: Valentines Day pulled pork pot pies and sweet spiced pulled pork with plum compote for Mothers Day.

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