Pork campaign sparks jump in sales
Phase two of the AHDB’s Pulled Pork campaign in March helped boost value sales of pork by £13 million.
The data relates to the organisation’s TV and digital advertising and in-store marketing activities, and does not take into account the impact of price promotions. The levy board believes that when these promotions are taken into account, the final figure will be much higher.
AHDB’s campaign ran in two bursts of activity, from 10 February to 8 March and 6 April to 8 May 2016, and promoted the product for consumers to eat at home, either by encouraging them to cook it themselves or buying a convenient version.
Research showed that the second stage of the campaign stimulated demand for the pork shoulder joint, and had a positive effect on the fresh category pork as a whole.
The campaign was supported by UK retailers with an average of 92% of fresh pork shoulder and pulled pork products sourced from within Britain during the marketing activity.
59% of the sales value increase was from consumers buying pork shoulder without cutting spend on other meats. Ten major retailers supported the activity, with a combination of in-store and online marketing efforts. This included campaign stickers appearing on over 1.5 million packs of pork shoulder.
“We are really pleased with the results, particularly as the campaign has attracted more under-55-year-olds into the pork category, and 56% of those who bought during the campaign period were consumers who were only buying fresh pork once or twice a year,” said Kirsty Walker, head of marketing for AHDB Pork.
“It’s really important we maintain momentum and keep inspiring consumers to buy pork. We need to remember this is just the first step on the journey to rejuvenate the image of pork by making it more relevant to today’s consumers.”
The second stage of the campaign generated over £7.55 of additional sales across the whole category for every £1 spent on marketing activity by AHDB Pork.
“The pulled pork campaign has been incredibly successful in getting the industry to working together on raising the profile of pork whilst driving both volume sales and value of pork shoulder,” commented AHDB Pork chair Meryl Ward.
“In pulled pork we have a hero dish, which has grown in popularity and is something consumers are obviously enjoying cooking. It’s important we keep this momentum up, so I’m excited to see what the next campaign will look like.”
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