FAMILIES will be inspired to cook healthy, quick, easy, and tasty pork medallion dishes with the launch of the latest phase of the Agriculture and Horticulture Development Board’s (AHDB) hugely successful ‘Mix Up Midweek’ marketing campaign.

Running until February 21, the new campaign kicks off with three weeks of TV advertising. A full 30-second advert supported by a ten-second version encourages consumers to consider pork medallions as a healthy midweek meal option.

The adverts will be broadcast on ITV, Channel 4 and Sky and aired during popular shows such as Coronation Street and Dancing On Ice, along with food programmes including Sunday Brunch. The TV advertising will reach more than 50 per cent of UK adults approximately five times.

‘Mix Up Midweek’ aims to educate consumers that certain pork cuts are lean and low in fat as this is a big misconception and a barrier to purchase.

AHDB’s marketing campaigns are a core part of the support it offers to the pork industry and an independent evaluation of the ‘Mix Up Midweek Meals’ campaign in January 2021 shows it reached over 85 percent of UK households, with consumers’ desire to buy pork at its highest level in three years.

It also generated an increase in consumers saying they knew more about pork medallions, their confidence in cooking them and their intention to purchase, with 59 per cent saying they were certain to, very likely to or fairly likely to.

The latest wave of the campaign, which is now in its fifth year, aims to build on this increase in consumer confidence and to encourage families to include pork as part of their midweek menu. The ‘Midweek Meals’ campaigns have delivered over £37 Million of incremental retail sales for the pork sector since 2017.

AHDB Sector Director for Pork, Angela Christison said: “This campaign comes at a critical time for the pig sector, and we are acutely aware of the immense supply chain challenges that some of our levy payers continue to face.

“Whilst we cannot directly address these challenges, the aim of our consumer marketing activities is to build advocacy long-term with consumers and support the industry by encouraging a positive long-term attitude towards pork. Demonstrating pork’s versatility, taste, nutritional attributes, and value ensures it appeals to modern consumers and drives sales.”

For more information, visit ahdb.org.uk/january-pork-campaign-2022.