Saturday, October 19, 2019

Marketing campaign adds £12m to UK pork sales

July 2, 2019 by  
Filed under Livestock

Almost £12 million of additional pork sales have been gained following the latest phases of AHDB’s Midweek Meals campaign – with the help of a giant chicken.

Pork medallion sales increased by 24% over the the past 12 months, with sales of all promoted cuts rising by 13.9%, according to Kantar Worldpanel research. During the past two years, the same campaign generated a total of £25m in additional sales for the industry.

The tongue-in-cheek TV adverts – featuring a man dressed as a giant disgruntled chicken – were seen by 83% of UK households. Every pound spent on marketing generated an additional £7.31 in sales, says the AHDB.

Importantly, the independent evaluation showed the campaign has successfully improved consumer perception of fresh pork. An additional 10% of people said they now viewed pork as suitable for midweek meals compared to pre-advertising.

More than three years ago, AHDB committed to attracting younger customers to pork – the latest campaign results show almost half of the £3.2m additional sales generated came from younger customers in the target category, aged 35 to 54-years-old.

Positive influence

To support the TV adverts the campaign enlisted celebrities and social media influencers, such as health and fitness guru Lucy Mecklenburgh, who encouraged shoppers to “break up with boring” and discover easy international pork dishes.

Joining up with retailers and independent butchers also gave the campaign a fluid and unified look and feel, helping win sales. Investment in marketing guided by strategic consumer research is one of the key areas of focus for AHDB Pork.

Strategy director Angela Christison, said: “The uplift in sales is hugely encouraging during both phases of the campaign – however the long game is to switch more consumers over to selecting pork more often.

“This is a particular aim with younger consumers in order to create habits, which will sustain the industry in the future.

New customers

“This campaign has attracted new consumers to choose pork by showcasing the ease of cooking this incredibly versatile protein. This is precisely what it set out to achieve and inspiring consumers in this way is building a new image for this delicious meat.”

Feedback from pork producers has been integral in the development of the campaign. Commenting on the latest results, pig farmer and marketing sub-group member Fergus Howie said: “This campaign has been very successful and is one of the best I’ve seen.

“It’s a fantastic idea to stimulate domestic demand for the quality pork we produce. I know we have a great product to sell, this is a great way of getting direct to consumers and telling them what’s good about it – from health to convenience, we’re now getting more people buying pork.”

Work is currently underway to develop the next phase of the campaign, which will see a new TV advert hitting screens in autumn 2019 and early in 2020. The campaign results were discussed at the Pigs Tomorrow conference, with consumer information at LovePork.co.uk.

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