Pulled pork campaign a success

Figures released today from Kantar Worldpanel have revealed that a marketing campaign led by AHDB Pork has helped fuel a dramatic increase in fresh pork sales.

Kantar reported that the first phase of the campaign boosted sales of fresh pork by £7.8 million.

The campaign, which ran from 27 April to 7 June of this year, was aimed at driving up sales of pork shoulder in the short-term. However, the first phase of the pulled pork campaign had increased sales of fresh pork on a wider scale, according to Kantar.

“The halo effect we saw for the pulled pork campaign was much stronger than that which we normally see for classic FMCG brands,” said Paul Ward, senior consultant at Kantar Worldpanel.

“We attribute this to the fact that the advertising was capable of driving not only purchasing of the featured product (brand), but also of the wider competitive market. This would not be the case for a brand where the same logic would say that advertising for a particular cooking sauce drives not only purchasing of that sauce, but also that of its competitor sauces.”

Kantar claimed the marketing activity had helped slow the rate of decline in overall fresh pork sales. Additionally, it has added around £1.8m to sales of fresh pork shoulder and added value pulled pork products.

Kantar was also able to demonstrate that pork shoulder sales had increased by 19.2% over the six week campaign period compared to the same time of the previous year. Meanwhile, value sales increased by 21.4%.

This data equates to 206,000 more UK households buying pork shoulder during this six week time period than they were during the same time last year.

“It’s clear from the results that the first phase of the campaign has driven an increase in pork shoulder sales by encouraging 206,000 more households to buy shoulder during the campaign period,” said head of marketing at AHDB Pork Kirsty Walker.

“This delivers on the overall objective for this first phase of starting to rejuvenate the image of pork by getting more people to try it. But what is especially pleasing is the wider knock-on effect the campaign has had on overall pork sales.”

Walker proceeded to thank everybody involved in the campaign: “We couldn’t have achieved such a positive start without their commitment. As an industry, we have a big challenge to inspire younger consumers to eat more pork and shore-up the future domestic market for pork. These results are just the beginning of a long-term plan to tackle this significant issue. I hope we can continue to rely on partnership working throughout the supply chain to achieve long-term success.”

Furthermore, Kantar Worldpanel were also able to determine that the first phase of the campaign produced over £7 of additional sales across the whole category for every £1 spent on marketing activity by AHDB Pork.

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