Love rub pulled pork campaign launched

A £2.7 million (m) Pulled Pork promotion has been unveiled by AHDB Pork in an effort to bring value to the sector. 

The first burst is timed to coincide with key celebratory events, including Valentine’s Day, Mothering Sunday and Easter, with the second scheduled to maximise interest in pork around the May Bank Holidays.

The campaign kicks off on 10 February and will be supported by PR, social media and in-store activity.

The PR campaign includes the development of a ‘love rub’ (to be applied to the pork) and engagement with the UK’s top Daddy bloggers to get dads and sons cooking pulled pork on Mothering Sunday.

The social media campaign will also give consumers the chance to win limited-edition packets of the ‘love rub’ as well as one of 40 slow cookers – via competitions on the Lovepork Facebook and Twitter pages.

Six new recipe ideas have also being developed and include dishes for St Valentine’s Day and Mothering Sunday. All recipes will be available on

Last year’s pulled pork campaign was deemed a huge success, giving fresh pork sales a £7.8m boost, with shoulder joints seeing an increase in sales – an extra 206,000 households purchased pork shoulder.

Andrew Saunders, agriculture director of Tulip, said of the first phase of the campaign: “It has been the most joined-up campaign that I’ve ever seen in my long association with the MLC, Bpex and now AHDB. This sea-change in approach has made a big difference.”

AHDB Pork sector strategy director Mick Sloyan said: “Extensive research showed consumers saw pork as not relevant to modern life. This campaign seeks to address that by using pulled pork to illustrate buying pork can be modern, exciting and easy to cook and it is a pleasurable experience for family and friends. There won’t be changes overnight, it takes time to alter consumers’ perceptions.”

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