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British pork advertising campaign gets under way

by 5m Editor
23 April 2003, at 12:00am

UK - A direct marketing campaign has just been launched by the British Pig Executive (BPEX) targeting one million homes to boost the consumption of pork.

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Each of the households will receive a recipe swatch which contains information on pork as a healthy and quick choice plus tips on the perfect roast pork.

It also gives details of the British Meat Quality Standard Mark, information on lesser known cuts of pork used in the recipes and a money off offer. Meat and Livestock Commission Marketing Manager for pig meat, Chris Lukehurst said: “We analysed the pork buying habits of 15,000 households and from that built up a lifestyle picture of the households whose consumption could be increased.

“We were then able to extend that to cover the entire population and the first phase of a door drop to one million households is now under way.“ Mr Lukehurst said a fortnightly pattern had been identified in the buying habits of the target group so there would be a second drop a fortnight later and a third two weeks after that.

“The aim is that by the time the last door drop takes place a new buying habit will have been established which will be self-perpetuating. We are doing this work in conjunction with Tesco, Sainsbury’s and Morrisons.“ A photograph of the recipe pack is available from the MLC Press Office.

Source: Meat and Livestock Commission - 22 April 2003

5m Editor