Ease and affordability would be the fundamental focus of the most recent wave of AHDB’s ‘midweek meal’ pork marketing campaign, with a brand new vary of ‘One Pot’ pulled pork recipes.
Operating for six weeks between fifth October and 15th November 2020, this autumn’s client messaging will for the primary time, spotlight the style and worth qualities of pork shoulder.
The newly developed vary of hero recipes cowl an array of world flavours from Portuguese Piri Piri to Caribbean Jerk. The seven new recipes are made up of 5 components – or much less and might be cooked collectively in a single pot.
The brand new slogan of ‘One Pot, 5 components’ goals to reveal pulled pork’s means to ship on flavour, in addition to ease and affordability for a spread of cuisines.
AHDB technique director for pork, Angela Christion, stated: “We’re delighted with the success of this marketing campaign. It has developed strongly over 4 years and already boosted attitudes in the direction of pork, particularly as a mid-week meal. This has largely been achieved by demonstrating how wholesome and versatile pork might be.
The Candy ‘n’ Smokey hero recipe will probably be showcased to All four, ITV Hub and Sky On Demand viewers from subsequent week in a video, with the goal to get the nation including pork shoulder to their buying lists.
Retail help is powerful with a mixture of in-store and internet advertising akin to product stickers, banners and recipe sharing. Butchers and farm retailers also can take part, with kits containing recipe playing cards and a poster to encourage their clients to take pleasure in pulled pork in the course of the marketing campaign.
This 12 months’s marketing campaign intends to construct on the optimistic shift in opinion following the top of 12 months three’s actions, the place multiple additional shopper in ten (13%) agreeing that pork is right as a tasty, versatile and wholesome choice for a midweek meal.
Christion added: “Now we’re constructing on that message by reminding shoppers of the worth and ease of pork, with new dishes such like Mexican pulled pork alongside well-loved classics akin to sausage and mash. Straightforward, scrumptious, nutritious …pleases the pocket and the palate… good.”
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