Butchers invited to get ready for pulled pork campaign

Butchers are being urged to register for pulled pork point-of-sale kits for when the high-profile campaign returns to air in February. 

Following the success of the AHDB Pork ‘Achieve Lazy’ campaign last May and June, a new advertising campaign begins on 10 February and will run to mid-March, before returning in April.

Six new recipe ideas have also been developed and include dishes with Valentine’s Day and Mothering Sunday in mind. A recipe using a slow cooker has been included, as have serving suggestions for left-over pulled pork, all available from www.lovepork.co.uk.

The free POS kits include pulled pork recipe booklets, posters and window vinyls, all of which feature imagery to tempt customers into giving pork a try.

Keith Fisher, AHDB Pork butchery development manager, said: “It is important butchers are able to join in with our promotional activity and benefit accordingly, and the kits enable them to do just that. Use them to tap into the buzz that will be generated for pulled pork around popular celebratory occasions, including Valentine’s Day, Mother’s Day and Easter, and build its credentials as a modern, simple, convenient and tasty dish.

“The promotional material has been designed to demonstrate just how easy it is to enjoy pork shoulder joints, as well as highlight the fact that pork is a good value, flavoursome meat. Displaying our themed material as the TV campaign gets under way will enable butchers to take full advantage of the anticipated uplift in demand for fresh pork.”

Last year, more than 2,200 independent butchers ordered and used the pulled pork display material and in a post-campaign survey, 80% said demand for pork shoulder joints during the campaign period increased – with half of all respondents recording a 10-25% sales uplift.

To order a free promotional kit, butchers need to register online before 5 February. To register visit: http://www.ahdbporkentries.co.uk/

Limited stocks are available and kits will be issued on a first come, first served basis. Additional sales material left in stock can be viewed and ordered throughout the year at www.porkpointofsale.co.uk.

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